Vegemite has launched a range of merchandise that trades on its iconic brand and transports its owner Bega Cheese into the e-commerce realm.
The new Vegemite-branded merchandise range includes plates, mugs, bowls, towels, caps, and T-shirts.
Marketing manager Matt Gray told AdNews this week that the move into e-commerce reflects Vegemite's desire to explore new channels and ensure the brand doesn't lose its relevance.
"We have 95 years of history in Australia so it's critical to keep Vegemite as iconic as ever," he says.
"E-commerce is just one of the things we are opening up. We are looking to get into as many new channels and formats because we want to become as big as possible and open up Vegemite to all Australians."
To help move its merchandise, Vegemite is tapping various influencers using influencer marketing platform Tribe as well as investing heavily in PR.
Vegemite was recently named as Australia's most iconic brand by Readers Digest, and Bega Cheese bought the brand from global food giant Mondelez last year.
