Vegemite: Iconic Aussie spread launches milder 'Kids' version with 50% less salt

A staggering 50 per cent less salt is the headline feature of Vegemite's newest product launch, marking the iconic brand's most significant innovation in six years. Bega Group has officially unveiled 'Vegemite Kids', a milder, lighter-coloured formulation specifically engineered for younger tastebuds and hesitant first-timers. The news has instantly divided the nation, with traditionalists questioning if the gentler spread compromises a classic Aussie rite of passage.

The Bottom Line

• Vegemite Kids has officially launched in Coles and Woolworths supermarkets across Australia, retailing at $5.70 for a 220g jar.
• The new spread contains 50 per cent less salt than original Vegemite and completely removes the artificial colour c150.
• It features a milder flavour profile, a lighter colour, a smoother texture for easier spreading, and added vitamins B6 and B12.
• Bega Group has confirmed there are absolutely no plans to change the original Vegemite recipe, which will retain its traditional formula.
• The product has sparked immediate debate online, with some critics labelling the milder variation as "un-Australian".

Breaking It Down

The development of Vegemite Kids was an 18-month process driven entirely by consumer feedback. According to Bega Group senior brand manager Tegan Froud, the team noticed a distinct segment of the population avoiding the staple because the original flavour profile was simply too bold. The goal was to establish an entry point for children, fussy adults, and international tourists who find the classic formulation overwhelming.

Nutritionally, the new spread is designed to stand alongside the traditional product by maintaining its core vitamin powerhouse. It contains essential B vitamins including B1, B2, B3, B6, folate (B9), and B12. Rachael Adams, Senior Nutritionist at Bega Group, noted that even a thin spread delivers a significant portion of a child's daily requirements, supporting immunity and brain function. Crucially for health-conscious parents, the brand removed the artificial caramel colour c150, opting for a cleaner ingredient deck.

This is not the first time the brand has attempted to capture younger demographics. Back in 2011, Vegemite introduced 'My First Vegemite', a similar low-sodium, toddler-friendly variant that was ultimately discontinued in 2012. The brand also famously launched 'iSnack 2.0' in 2009, which was swiftly renamed Cheesybite following a massive public backlash, and has since been reformulated as Vegemite & Cheese using Bega cream cheese.

Why This Matters

For parents across Australia, the product represents a shifting supermarket landscape focused on cleaner labels. Paediatric nutritionist Mandy Sacher welcomed the reformulation, highlighting that modern consumers actively want fewer chemical additives in everyday family staples. Sacher previously advised a "scrape not scoop" approach for original Vegemite due to its high salt load, making this 50 per cent reduced-sodium version a practical alternative for school lunchboxes.

However, the cultural response has exposed a deep divide. On the Seven Network's Sunrise program, viewers flooded the text line to voice their displeasure, with some arguing that feeding children a weaker variant coddles them. Host Edwina Bartholomew branded the move "outrageous", while co-host Nat Barr defended it as an excellent way to introduce the brand to children and overseas visitors. Despite the uproar, the company insists this is simply about offering modern families more options.

What Comes Next

The new 220g jars are rolling out across the country today. Shoppers will find Vegemite Kids sitting directly alongside original Vegemite, Vegemite 40% Salt Reduced, and Vegemite Gluten-Free in the spreads aisle. Bega Group will closely monitor supermarket sales to see if this iteration can outlast its 2011 predecessor.

Frequently Asked Questions

How does Vegemite Kids differ from the original version?

Vegemite Kids has 50 per cent less salt, no artificial colours (removing c150), a lighter colour, a smoother texture that is easier to spread, and a much milder flavour profile designed for sensitive tastebuds.

Is the original Vegemite recipe changing?

No. Bega Group has firmly stated there are no plans to alter the original Vegemite recipe, which remains completely unchanged and still contains the traditional ingredients, including colour 150c.

Where can I buy Vegemite Kids and how much does it cost?

It is available nationwide at Coles and Woolworths in the spreads aisle. A 220g jar costs $5.70.

What vitamins are included in the new kids formulation?

The spread retains its essential B vitamins, featuring B1, B2, B3, B6, folate (B9), and B12 to support energy release, immunity, and brain function in growing children.