Cheesybite got 36 per cent of the 30,000 votes cast by members of the public as part of a telephone and online poll staged by the food company.

Kraft was forced to go back to the public after they wholeheartedly rejected iSnack 2.0, which was chosen less than a fortnight ago from 48,000 names put forward by Vegemite lovers as part of a national competition.

Faced with a public relations disaster the like of which has not been seen in Australian marketing for years, the company was forced to ditch the name.

It then took the six most popular names from the original competition and asked the public to vote on them. An independent market research company was engaged to count the votes.

The runner up was Vegemite Smooth which took out 23 per cent of the votes, followed by Vegemite Vegemate, Vegemite Snackmate, Vegemite Vegemild and Vegemite Creamymate.

Kraft spokesman Simon Talbot, said: "We have been overwhelmed by the response of the Australian public; it has been an insightful debate. Australians have now selected a popular name for a successful product."

The company said that the newly-named product will be on the shelves "in the coming months" and that iSnack 2.0 will continue to be sold until stocks run down.

Early reports say the half a million iSnack 2.0-badged jars have been selling fast as consumers rush to get what will inevitably be a collectors item in future.

The jury is out over whether the entire exercise was an elaborate public relations stunt or just an ill-judged commercial decision.

Julian Lee is the Herald's Marketing Editor

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