Kraft Foods Australia/ New Zealand has announced that for the first time in 85 years, a new Vegemite experience will be launched.

Vegemite's new edition Vegemite `Name Me', is a smooth velvety version of the original and appeals to a new eating experience.

But the new product does not have a name. Kraft Foods is drawing on Vegemite's history by asking Australians to come up with a name for the new product like it did in 1923 when Vegemite was first launched in this country.

Kraft Foods Australia/ New Zealand head of corporate affairs, Simon Talbot, said: "Fred Walker, a pioneer of Kraft Foods, launched a nation-wide competition asking Australians to name Vegemite, it's therefore only fair the nation is a part of this launch by helping us to come up with a name.

"However, rest assured, the original Vegemite will continue to be Australia's favourite spread and the flavour will remain unchanged as it has done for the past 85 years.

"The new Vegemite experience is based on learnings we gathered from more than 300,000 Australians who engaged in our How Do You Like Your Vegemite census. They told us that they wanted a Vegemite that doesn't require combining it with butter, and one that's easier to spread," continued Talbot.

"The new Vegemite experience has been developed with this in mind it offers a completely different eating experience, and has been created for snacking occasions anytime during the day. It is great with celery, carrot sticks or crackers and crisp breads.

"With such a well-loved, iconic brand we wouldn't create something using the Vegemite name unless we were absolutely sure that Australians would love it and original Vegemite will always remain a family favourite for breakfast," said Talbot.

The new Vegemite experience will be made in Australia, by Australians.

Australians will be able to have their first taste of the new Vegemite experience from Sunday July 5, with one million samples being distributed across the country from this date.

The new Vegemite will start to appear in stores across the nation from July 7 2009.

Consumers will be able to name the new Vegemite from midday on July 5. To name the new Vegemite, visit www.vegemite.com.au, SMS 19777666 or Mail GPO BOX 3395 Sydney 2001.