'Happy Little Vegemites' spreading on books

Chris Pash
By Chris Pash | 5 November 2020

The mitey Australian spread Vegemite is getting in to print.

New Holland Publishers announced a “Happy Little VEGEMITES” children’s publishing program in collaboration with Bega Cheese Limited.

The spread has become a character, a dog called VEGEMITE, who is a bit of a joker and is always ready to play or help out a mate.

The dog joins his best friends, Fred, Rosie and other “Happy Little VEGEMITES” on a series of Australian adventures.

Fred is a distant relative of the man behind the company that first developed the spread, and Rosie’s name was inspired from the famous line in the Happy Little VEGEMITES jingle, "a rose in every cheek".

"When New Holland Publishers approached the VEGEMITE brand team with the book series idea, they were eager to explore how the brand could also help boost kids hunger for learning and literacy,” says Victor Yoog, general manager, New Holland Publishers.

Jacqui Roth, VEGEMITEMarketing Manager: “We're thrilled to be partnering with New Holland Publishers to release a range of VEGEMITE children's books. We hope that kids all over Australia love following the mitey adventures of VEGEMITE the dog and friends." 

The series begins with “Learn with VEGEMITE” board books for ages 3+, and “VEGEMITE goes to the
zoo” and “VEGEMITE meets Santa” picture books for ages 6+.

There’s also a VEGEMITE songbook with lyrics and sheet music for kids to sing along to the “Happy Little VEGEMITEs” jingle.

More titles are in the works. 

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