Tag Archives: Vegemite Chocolate

Chocolate + Vegemite= ?

Rumoured as a hoax…a hoax almost as legendary as first reports of the duck-billed platypus, Cadbury has released its Vegemite-flavoured chocolate.

Cadbury made the announcement on Twitter, along with three other new flavour combinations: golden toffee, pretzel & peanut and salted caramel.This is part of its #ChocPlusWhat campaign, where it asks consumers what flavour combinations they would like to see.

Yet, although it’s called “Vegemite Chocolate”, the centre is actually filled with caramel but not the classic sort of caramel like you’d expect in say a Caramello. It’s almost like the texture of their Turkish Delight filling. Moreover, this caramel isn’t as sweet as a regular caramel and has been compared to salted caramel.

According to the ABC, Australian palates have grown more adventurous in recent years, with food mash-ups that would once be considered bizarre becoming ubiquitous — think the match-made-in-heaven that is salted caramel.http://www.abc.net.au/news/2015-05-08/cadbury-chocolate-vegemite-combine-social-media-food-mash-up/6454050

Despite all that media hype, I can still hear you ask: “Vegemite and chocolate????”  in utter disgust, confusion and dismay. Isn’t anything sacred?!! Yes, indeed. We are a weird mob! You do have to wonder what someone or someones were thinking when they came up with the stuff. It really does seem like the ultimate April Fool’s Day prank. Yet, it’s real.

Ad for Vegemite.

Ad for Vegemite.

Vegemite is more than just a household name throughout Australia. First developed in 1922, it’s become part of our psyche. Generations of Aussie school kids have been brought up on the humble Vegemite sandwich, which according to the song, turned us all into “Happy Little Vegemites” www.youtube.com/watch?v=0yA98MujNeM.

The most famous Vegemite ad of all time produced in 1954.

The most famous Vegemite ad of all time produced in 1954.

I have heard of Vegemite and cheese, Vegemite and lettuce sandwiches and even adding Vegemite to dishes to give added flavour but I’ve never heard of anybody mixing Vegemite and chocolate together before.Not even my kids and they’ve made some weird concoctions in the kitchen when the patter of little feet suddenly went eerily quiet.

That said, while I was living in Heidelberg Germany after finishing university, I was attending a Church picnic where someone put a Tupperware container filled with Vegemite on the dessert table. I think it was initially a bit of a mix-up. However, one poor unsuspecting American kid who thought it was chocolate sauce, ate an entire tea spoon of the stuff straight. Now, most Americans I’ve seen try the stuff barely dab their finger in the Vegemite and they’re writhing in agony on the ground like yours truly eating chilli. So, you could well imagine the look on that poor kid’s face. It was priceless. The prank worked so well that he just had to try it out on his unsuspecting sister…Ha! She smeared the stuff all over her choc chip cookie and ate it. Needless to day, her brother was lucky to escape with his life.

You really do need to be, in effect, “desensitized” to like Vegemite. Or perhaps you just have to be Australian…tough as nails and as mad as a cut snake.

Anyway, I don’t know how the whole concept of Vegemite chocolate was first conceived or what crazy notions were stirring in someone’s dare I say “lateral” imagination. What were they thinking? It’s seems like they were playing a game of mis-matched pairs! Yes, we’ll mix the parrot with the hippopotamous.  That said, tit could well be the result of a committee decision. That said, these weird food “mash-ups” do seem to be all the rage.

Regardless, it’s not a bad marketing strategy because  Vegemite Chocolate is attracting quite a bit of interest. Posts from brave and intrepid taste testers are appearing on Facebook and not being one to be left out of the action, I had try it out. Indeed, this was an experience the whole family could enjoy.

Despite my background in market research, I didn’t develop questionnaires to record all our responses but I did have Geoff filming and I really did anticipate a few “yucks” “Err yucks” and total revulsion.I truly was expecting it to taste so bad that it became some kind of “survivor” challenge where men, women and children all earnt bragging rights “I’ve survived Vegemite Chocolate!’. Yes, iyou defintiely had to  earn the T-shirt!

Taste Testing Cadbury's Vegemite Chocolate.

Taste Testing Cadbury’s Vegemite Chocolate.

However, to the perfectly honest the chocolate was a bit of a let down, Even though I quite liked it., I was looking forward to tasting the Vegemite flavour in the chocolate but I couldn’t pick it at all. For me, this wasn’t Vegemite chocolate but something else. Miss says it was “yummy” and that it tasted like caramel. Both Geoff and Mister could detect the Vegemite flavour but they don’t touch the stuff!! You see, I’m quite heavy-handed with the amount of Vegemite I smear onto my Saos each nigh so I must have built up some kind of resilience!

This is how I love my Vegemite. No wonder I couldn't taste it in the chocolate.

This is how much I love my Vegemite. No wonder I couldn’t taste it in the chocolate.

Vegemite Chocolate. It was out of this world!

Vegemite Chocolate. It was out of this world!

Now, getting on to the question Cadbury posed about potential chocolate combinations. I guess I really should come up with something. Chocolate with potato chips? In the interests of combining health with chocolate, apple chocolate or indeed “Diet Coke Chocolate”. Yes, that’s the suggestion I’ll tweet through to them. I can see “Diet Coke Chocolate” being a winner! After all, how often do you see people drinking diet Coke with something utterly fattening like a greasy hamburger, KFC or chocolate.

Yes, Diet Coke Chocolate definitely has my vote!

Have you tried the Vegemite Chocolate? I’d love to know what you think. Also, could you please let me know if you spot it overseas.

Bon Appetite!

xx Rowena