Vegemite has officially launched a new “Kids” version, featuring a milder flavor and 50% less salt.
A familiar staple of the Australian breakfast table is evolving. In a significant product announcement this June, Bega Group has unveiled VEGEMITE Kids, a new variation of the iconic spread specifically formulated to cater to the developing palates of younger children.
The launch marks the brand’s most substantial innovation since the introduction of the squeezy format in 2020. According to the company, the development of this new product was driven by a desire to make the “mitey” experience more accessible to little ones who may find the intense, salty flavor profile of the original spread challenging.
What’s Different?
While the signature umami character remains at the heart of the product, VEGEMITE Kids features several key modifications designed for a smoother introduction to the brand:
- Milder Flavor Profile: The intensity of the salt and yeast extract has been slightly dialed back to better suit younger tastebuds that are still becoming accustomed to complex, savory flavors.
- Reduced Salt: The recipe boasts 50% less salt compared to the Original Vegemite.
- Smoother Texture: The spread has been crafted with a smoother consistency, making it easier for children to spread on their own toast or crackers, fostering independence during meal prep.
- No Artificial Colors: Like the rest of the range, the new product contains no artificial colors.
Retaining Nutritional Value
Despite the changes in flavor and salt content, the brand emphasizes that VEGEMITE Kids remains a nutritional powerhouse. It is fortified with the same essential B Vitamins—including B1, B2, B3, B6, folate (B9), and B12—that have long been associated with the original spread. These nutrients are critical for healthy brain function, everyday vitality, and immunity, particularly during the formative years of childhood.
“VEGEMITE Kids is how we make the next generation mitey,” says Tegan Froud, Senior Brand Manager at Bega Group. “It’s about meeting kids right at the start of that journey and giving them something that’s unmistakably Vegemite, just a little milder.”
More Choice for Families
The new product now sits alongside the existing range, which includes Original Vegemite, Vegemite Squeezy, Vegemite Less Salt, and Vegemite Gluten Free. By offering a variety of options, the brand aims to cater to different stages of life and specific dietary preferences.
VEGEMITE Kids (220g) is currently rolling out to major supermarkets nationwide, including Coles and Woolworths, where it can be found in the spreads aisle. For parents who have long navigated the “strong taste” hurdle with their little ones, this new addition offers a gentler way to share a piece of Australian culinary heritage.
