
Vegemite: toasting to 100 years of the iconic spread
This year marks 100 years since the iconic Australian spread graced our tastebuds. We’ve been happy little Vegemites since the salty sensation hit our shelves in 1923. It’s such a recognisable part of the Australian identity that it even got a special mention in the Men at Work song, Down Under.
It’s become something of a rite of passage for tourists and celebrities alike to try Vegemite, some opting for the bold choice of not putting butter on the bread first. But while the rest of the world is still coming around to the yeast extract, Vegemite has been adored by Australians for the last century.
Join us as we look back on Vegemite’s role in popular Australian culture.


Vegemite has been around for many significant moments in Australian history and you can see some of these moments reflected in their ads over the last 100 years.

During World War II, Vegemite was lauded as ‘The food that keeps the troops fighting’, with many of their ads at the time featuring this line.

Our nation’s belief in the positive effects of Vegemite on troops spread so widely it caused a nationwide shortage.
A Brand that’s Truly Unveget-able

The vibrant yellow Vegemite packaging has carried through to today, with the shade being recognised across generations.


‘It puts a rose in every cheek,’ was a line that became part of one of the most recognisable Australian advertising jingles. We love this jingle almost as much as we all adore our Vegemite.
A Spread Worth its Salt

Vegemite was marketed as the spread of choice for athletes including the Beasley family. Jack ‘J.J’ Beasley and his three sons John, Clinton and Vincent all were said to be daily consumers of the yeast extract. You can find over 17,000 newspaper articles on the Beasley family on Trove.

Many Australian sporting legends featured in Vegemite campaigns over the years including motorsports champion, Peter Brock.

Vegemite was celebrated as a vitamin-B-rich food for kids, including two-year old boxing champion, Garry McQuillan. Garry’s mother remarked ‘Vegemite every mealtime keeps him healthy.’ You can read more about Garry in this article found on Trove.
The Spread that Stole our Hearts
Vegemite is so widely adored it has even been the prized object of desire for thieves. In 1944, a 39-year-old man was sentenced to two months imprisonment for unlawful possession, amongst his stash were two tins of Vegemite. The full story can be found on Trove.

How do you enjoy your vegemite? In a sandwich, on toast or with lamb’s kidney?
Over the years, people have been creative with how they’ve incorporated Vegemite into mealtimes. Trove is home to a range of recipes that include the salty spread - we’ve created a list in Trove with some of our favourites.

Vegemite has been a favourite secret ingredient in many different recipes ranging from salty to sweet. It’s been used as a roast chicken baste, flavouring for minced meat and perhaps controversially, a salty/sweet chocolate block.
The ultimate test of bravery in Australia begins with the question: how much Vegemite do you put on your sandwich? The logic is that the level of courage increases with the amount of spread you use. But have you dared to try Vegemite mixed in with lamb’s kidney and tomato sauce? You can find other adventurous Vegemite sandwich recipes in this The Australian Women’s Weekly article in Trove.
The Spread turned into Threads

Some people loved the iconic spread so much that Vegemite has even released items of clothing over the years.
When it Comes to Iconic Australian Spreads – There is no Contest
Over the years Vegemite has run a number of competitions. One you may recall involved naming their new spread but are you up to speed with their car giveaways during the 1920s and 30s?



Don’t forget to spread the joy of Vegemite!