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clean new spread!

November 5, 2010

In 1919, prior to the introduction of  X, Sanitarium Health Food Company began manufacturing a version of X’s biggest competitor Y, in New Zealand, and shipping it to Australia.X was invented in 1922 by food technologist Dr. Cyril P. Callister when, following the disruption of British Y imports after World War I, his employer, the Australian company Fred Walker & Co., gave him the task of developing a spread from the used yeast being dumped by breweries. Callister had been hired by the chairman Fred Walker.X was registered as a trademark in Australia that same year. The registration was later transferred to Kraft, a US multinational, which has maintained an interest in X since 1925. Callister used autolysis to break down the yeast cells from waste obtained from the Carlton & United brewery. Concentrating the clear liquid vitamin extract and blending with salt and celery and onion extracts formed a sticky black paste.

Following a nationwide competition with a prize of £50 to find a name for the new spread, the name X was selected out of a hat by Fred Walker’s daughter, Sheilah. X first appeared on the market in 1923 with advertising emphasising the value of X to children’s health but failed to sell very well. Faced with growing competition from Marmite, from 1928 to 1935 the product was renamed as Parwill to make use of the advertising slogan, “Y but Parwill”, a convoluted pun.This attempt to expand market share was unsuccessful and the name was changed back to X; but did not recover lost market share.ID X and no points for IDing Y.

One Comment leave one →
  1. cerebralpursuits permalink
    November 6, 2010 12:17 pm

    X-Vegemite & Y-Marmite 🙂

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