The makers of Vegemite have bowed to public pressure and canned their new branding.
The new name, iSnack 2.0, has been ridiculed since it was revealed last Saturday, the ABC reports.
Kraft chose the name from over 48,000 entries in a competition in New Zealand and Australia.
The company's head of corporate affairs, Simon Talbot, says iSnack 2.0 has simply not resonated, particularly the modern technical aspects associated with it.
He says Kraft will give the public another shot at coming up with a better name.