Sydney  - Australians had their way Wednesday when Kraft Foods gave up on iSnack2.0 as the name for a new cheesy version of the iconic breakfast spread Vegemite.

"The new name has simply not resonated with Australians, particularly the modern technical aspects associated with it," company spokesman Simon Talbot admitted. "We wanted to be bold and have something that gave some distance between it and Vegemite."

But the winning pick in a naming competition that drew 48,000 entries proved so unappetizing it has been withdrawn just four days after it was unveiled.

Talbot, who denied the moniker iSnack2.0 had been a publicity stunt, said details of how a new name would be chosen would be released later in the week.

The first Vegemite variant in 85 years was launched in June after extensive testing. As with the launch of the original Vegemite, Australians were promised they could pick the name.

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