Australian-owned Vegemite alternative AussieMite hit UK markets this week with a taste-testing campaign.
At the flagship Waitrose supermarket in London’s White City, shoppers had the opportunity to try the spread last Friday at lunch time and dinner for the first time.
AussieMite managing director Elise Ramsey said: “AussieMite is thinking big and is proud to be presenting our delicious product inside London’s Waitrose supermarkets, which have ranged us across the UK and whose core values of quality, trust and ethics align perfectly with our approach—using only the best quality, ethically sourced ingredients and no artificial preservatives or additives to grow the next generation.”
“We are also excited to be showcasing under the House of Fraser, which hosted the Christmas lighting event, and next to London’s UK retail destination Westfield—owned by the Hungarian Frank Lowy who now calls Australia home.
The Christmas rollout followed Marmite’s enlistment of Robbie Williams as its brand ambassador.