Vegemite Survey Spreads It Back President Obama’s Way

President Obama once famously told a visiting Australian Prime Minister that he was no fan of their dark brown food paste.

This week, Down Under’s leading market research firm is firing back:

President Obama described Vegemite as “horrible… a quasi-vegetable byproduct that you smear on your toast”, but what would he know? He’s not Australian! As the latest findings from Roy Morgan Research reveal, Vegemite is overwhelmingly more popular among people born here than overseas-born Aussies — although New Zealand-born folks are rather partial to it, too.

The Kraft-owned brand continues to put forth print and TV ads in keeping with the spirit of the above, beloved old TV jingle. But here in the U.S., it’s not just POTUS who doesn’t like. As Ellen DeGeneres memorably told our pal Jeryl Brunner last year for a Parade magazine round-up of celebrity holiday food favorites:

“Listen. I love Portia [de Rossi]. She’s beautiful. She’s smart. She’s Australian. But the woman loves Vegemite. And I’m sorry, but it is not a holiday dish. If it were up to her she’d put it in everything. A Gingerbread Vegemite House. Vegemite Brittle. Loli-Vegemite Pops. You get the idea.”

@hollywoodspin Richard Horgan is co-editor of Fishbowl.
Publish date: December 11, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT