Packaged food products like Vegemite, peanut butter and macaroni cheese were included in the deal.
As Bega moved to rebrand the items, it kept what’s known as the ‘trade dressing’ on many items, including “a jar with a yellow lid and yellow label with a blue or red peanut device, with the jar having brown appearance when filled”.
Bega also ran ads stating “Kraft peanut butter is now Bega peanut butter” and that the product was “never oily, never dry, with the same taste you’ve always loved, and is now Aussie-owned by Bega”.
With around $60 million a year in sales, there was plenty at stake for both sides.
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