A screenshot from the video Cadbury used to launch its new Vegemite chocolate on social media on Thursday. Photo: Supplied
Cadbury has announced it will launch a limited edition block of its Dairy Milk chocolate mixed with the popular breakfast spread Vegemite next month.
The unlikely flavour mix, to launch on June 1, was foreshadowed a month ago when a picture of the chocolate block leaked online. Many believed the confection to be a hoax, but Cadbury appeared to confirm its existence in a video published to social media site Twitter on Thursday afternoon.
The reaction? Well, so far it's been mixed.
"Sweet and salty always a good combo. I'll be trying it," said @aussierainlover, while @AlisonBook lamented "Oh noooooo... not a combo for me".
In an email to goodfood.com.au, Cadbury described the chocolate bar as being filled with caramel with a hint of Vegemite taste, similar to salted caramel, rather than filled entirely with the salty, yeasty spread.
"Alongside the Vegemite filling, the centre-fill of the product is smooth flowing caramel," a spokesman said.
Already, at least one early verdict is in: Twitter user @muntbaby sampled the chocolate this week, giving it a hearty "not bad".
my dad's work gets heaps of stock that hasn't been commercially released yet and he literally came home with vegemite cadbury chocolate— spirit princess (@MUNTBABY) May 5, 2015
@emjanelars yeP. not too bad tho it's like chocolate filled with caramel that has a hint of vegemite taste— spirit princess (@MUNTBABY) May 6, 2015
While Cadbury's try at the combination may be new, it's tried and tested by Sydney chocolatiers Bellefleur, who experimented with a Vegemite-chocolate infusion more than a decade ago. They put it back on the menu three months ago mixed with ganache.
Owner Lynne Ter Heerdt says customers have been sceptical of the combination, but she's a fan of the taste.
"The first time we did it was probably 15 years ago. It was probably a little bit too out there at that stage, but because salted caramel is all the rage, Vegemite has that similar taste, that saltiness," she says.
"I think people are still very traditional. It's interesting, some people are prepared to give it a go, whereas other people are sort of taken aback.
"It's just a hint - as you've got it in your mouth, you can just get that hint of Vegemite. And I think it works. I liked it 15 years ago, I still like it."
It's not the first time the popular spread has been incorporated into sweets. In January, gelato makers Gelatissimo premiered a Vegemite flavour, and cafes in Melbourne's Brunswick and Victoria's Apollo Bay have also experimented with Vegemite gelato.
On Thursday afternoon, a Cadbury spokesman told Fairfax Media the chocolate has been tested and developed over several months, but could not confirm a retail price.
"We read and listen to hundreds of comments we get from fans every day asking us for more flavours and suggesting new ones," the spokesman said.
"We have seen a flavour trend towards sweet and salty combinations and felt it was time to put that to the test and create an Australian twist. And Cadbury Dairy Milk with Vegemite is just that!"
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