For Mums, vitamin B means “Beautiful, Bouncing, Babies”.

On the Vegemite website it would appear that Vegemite can't let go of the past.

If you visit the Vegemite website you will first notice all the old pictures and heritage associated with the product since 1923. I suppose its trying to increase buying by making it the product every Australian home must have. Unlocking childhood memories of Vegemite in the morning. You can even stroll through pages and pages of old ads, packaging evolution and memorabilia.

The website also includes a recipe and kids corner. Its good to note that the kids corner includes a 'Production tour' that shows the kids how Vegemite is made. At no point in the production tour did I see anything that I would recognize in a factory. The production tour only shows flash animation of the process and not the actual process. I worry that the actual process may be more gruesome.

All these are normal marketing techniques and completely acceptable. What does seem out of place on a website in 2004 is the 'Healthy Vegemite' section. A quick scroll down the section you will find "For Mums, vitamin B means Beautiful, Bouncing, Babies." It urges you to Click for more. A quick click will show you "How your baby can B a happy little Vegemite" describing in detail that your baby needs vitamin B and when you should introduce Vegemite to your child.

It would seem that while making the Vegemite web page look old Kraft have been able to attack the 21st century nuclear family. "For mums" Ok as a dad I wont worry. Why is this information only for mums? Is it because they encourage pregnant women to make sure they maintain their vitamin B levels? Can't be. The web site didn't mention that on the page. Could it be because mum stays home and looks after the family while dad is out working to make the money? Ding, ding, ding. We have a winner!

It would seem that in a world where woman already wear the stress of trying to balance being a good mother with other needs us men have taken for granted for many years, corporations are still trying to make them feel guilty about returning to the work force. I'm sorry but woman have a right to work, socialize and make decisions in the real world.

Its also good to point out that I started my journey with Vegemite today because of an article stating that Kraft were no longer able to accommodate the necessary kosher regimes required to make the product kosher stating changes to manufacturing procedures.

It appears that Kraft really does believe it's still 1923 Australia.