Kraft Foods Inc. is currently looking for a suitable name for Vegemite, and has given customers the chance to select an appropriate name for the milder version of Vegemite. The move came after stern opposition by customers through various channels for calling it iSnack2.0. The new spread contains cream cheese with the original salty, pungent Vegemite to deliver delicious taste.

The company received 48,000 suggestions on its Web site for calling it Cheesybite, Creamymate, Smooth, Snackmate, Vegemate and Vegemild. Simon Talbot, Kraft's corporate affairs head for Australia and New Zealand said that online voting for names will start at 5pm today to close on October 5. The winner will be declared on October 7, after verification of name by an external market research company.

There is almost no possibility of naming the spread Cheesymite, as it is a trademark of Illinois-based Kraft, Northfield.

Talbot, the most harried man in Australian marketing today, said, "We identified the top three most popular names that can be trademarked by Kraft Foods. We have also included three others from the entries that are worthy of consideration based on consumer feedback." Talbot admitted that its initial name was "a donkey".