Ozemite was an announced Australian version of Marmite.
The product was planned and announced, but either did not hit the stores, or hit the store briefly for a period in 2001.
Staff with Dick Smith Foods were themselves unclear and unable to confirm for us one way or the other.
History Notes
Ozemite was partly intended as a political statement by Dick Smith (born 18 March 1944.)
He ran a line of stores called Dick Smith Electronics all over Australia, starting in 1968, selling imported foreign-made goods (electronics from Asia.) He sold the chain of 60 electronics stores to the Australian-owned Woolworths chain in 1982 for $25 million AUS. Smith appears to have then had a change in heart in the late 1990s from his earlier days when he depended on importing for profits, and begun advocating Economic Autarky. He hit on the idea of profiting from Australian iconic food staying in Australia. He focussed first on the yeast-spread Vegemite (an Australian version of Marmite), which has been American owned since 1935 (Kraft.) Kraft declined his offer to purchase it in 2004.
He was going to call his yeast spread “Ozemite. ” He announced his intentions on 23 July 1999 on the Australian television programme “A Current Affair.” That same day, however, Kraft Foods Ltd slapped an Australian trademark application (#801454) on the name “Ozemite.” Smith didn’t apply for the name, it appears, until 28 October 1999, but was tenatively awarded it (Australian trademark # 811789) on 7 December 2001. Kraft’s application lapsed on 22 November 2001. [1]
Smith’s getting the trademark was then opposed in March 2002 by Roger J. Ramsay, who was making Aussie Mite at the time. Ramsay withdrew his opposition in October 2003. It officially became Smith’s free and clear in that month.
Smith also had problems in procuring a supply of yeast left from brewing beer, as the existing supply was already spoken for, largely by Kraft.
Literature & Lore
“Ms Banks said Kraft was currently having all its products audited for GM ingredients, and its products complied with all legislation and safety requirements. As Kraft faced questions over its most famous Australian product today, adventurer Dick Smith declared that his planned Vegemite rival – Ozemite – would be “GM free”.” — O’Neill, Janine. Vegemite’s Maker Concedes It May Contain MOS. Australian Associated Press. 26 July 1999.
“Dick Smith loves Vegemite. “I eat it every day for breakfast…. I’m just sticking my finger in it now…. Hmmmh!” But about 18 months ago, Mr. Smith discovered that the company that makes the Australian icon – a salty, yeast-derived spread popular almost nowhere else in the world – is actually owned by US tobacco giant Philip Morris. Enter Ozemite – Smith’s new “genuinely Australian” version of the black sludge.” — Christian Scient Monitor. 11 April 2001.
“Australian adventurer Dick Smith will tomorrow (Saturday 4 August) be rushing from Sydney right across Australia to Northam (east of Perth) in aid of Steve Fossett. Dick will be delivering a special jar of OzEmite, a jar of Dick Smith Peanut Butter and some Dickhead matches (the Aussie competitor to Redheads) to assist Steve. “Steve is on an incredible adventure, but I know he can’t possibly succeed without the fortification of OzEmite and our Dick Smith Peanut Butter,” said Dick Smith.” — Dick Smith Foods Media Release. 3 August 2001. Retrieved June 2009 from http://www.dicksmithfoods.com.au/index.php?d=media&p=03aug01 .
“Ozemite, Dick Smith’s version of Vegemite, is the latest launch, and Kraft Foods, which manufactures Vegemite, is worried. Kraft Foods is owned by the US food and cigarette company Philip Morris. Dick Smith has just spent $140,000 on advertising to May 2000, while Kraft Foods spent a total of $17 million in 1999.” — Fleming, Louise. Excel HSC Business Studies. Pascal Press. 2004. Page 113.
“Australian entrepreneur and philanthropist Dick Smith was critical of the ownership of Vegemite by Philip Morris at that time. Consequently he began a campaign to launch a new entirely Australian-owned yeast-based product which he called Ozemite. The product only made a brief appearance on supermarket shelves.” — Footnote to: 91/2093 Jar, ‘Vegemite’, amber glass, Fred Walker and Co, Australia, 1923. Powerhouse Museum. Retrieved June 2009 from http://www.dhub.org/object/115582,beef+industry
The OzEmite.com domain name was created by an Internet registrar service in Milperra DC, New South Wales, called “OrderNames” on 5 November 2004, but is not active yet as of 2009.
Sources
[1] ATMOSS – The Australian Trade Marks Online Search System at http://pericles.ipaustralia.gov.au/atmoss/falcon.application_start.
Attard, Monica. Interview with Dick Smith. Australian Broadcasting Corporation Radio. 17 July 2005. Retrieved August 2006 from http://www.abc.net.au/sundayprofile/stories/s1416294.htm.
Green, Arran. Dick Smith Foods Representative. Email to CooksInfo.com on 8 June 2009.
Schmidt, Lucinda. The good corporate citizen keeps doing the right thing. Sydney, Australia: Sydney Morning Herald. 22 March 2006.