Sydney  - The 48,000 Australians who entered a competition to name a new cheesy version of iconic foodstuff Vegemite were not the only ones dismayed Monday when they learned the winner was iSnack2.0.

Marketing consultant Tom O'Donnell declared Kraft Foods Australia had made a "very stupid decision" in choosing a software-style name for a breakfast spread.

It's the first Vegemite variant in 85 years and follows product testing that involved 300,000 Australians.

Kraft Foods spokesman Simon Talbot defended iSnack2.0, saying it was chosen "based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original."

The original - described by one non-fan as "dark, salty muck made from leftover brewers' yeast" - has sold over 1 billion jars.  dpa