# Apple-izing Ordinary Objects The Kraft iSnack 2.0 Attempts to Create Cool Through PC Lingo By Katherinev123 | Published 2009-09-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kraft-isnack References: [cultofmac](http://www.cultofmac.com/proof-you-cant-i-just-anything-isnack-2-0-vegemite/17480) & [smh.au](http://www.smh.com.au/executive-style/and-the-winner-is--a-happy-little-vegemite-20090926-g73s.html) If you put an ‘i’ in front of a new product name, does that make it instantly better? The [Kraft](https://www.trendhunter.com/trends/supreme-mac-and-cheese) iSnack 2.0 is vegemite (a concentrated yeast extract popular amongst Australians) that has an “[Apple](https://www.trendhunter.com/trends/apple-drip)-esque” name, according to the Cult of Mac blog. The Kraft iSnack 2.0 name was chosen from 48,000 entries in a contest, and was the brainchild of 27-year-old Dean Robbins. After expected controversy over the use of the ‘i’ in Kraft iSnack 2.0, Kraft Food’s Simon Talbot stated, “The name [Vegemite](https://www.trendhunter.com/trends/simsons-pantry-vegemite-mini-wraps) iSnack 2.0 was chosen based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original.” ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 10% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Ieverything:** The trend of adding an 'i' in front of product names to create a tech-savvy image and appeal to consumers. - **Controversial Naming:** The trend of using provocative or unconventional names for products to generate buzz and media attention. - **Personalized Branding:** The trend of incorporating personal elements or user-generated content into brand names to create a sense of engagement and ownership. ### Industries Being Reshaped - **Food and Beverage:** Opportunity for food and beverage companies to leverage controversial naming strategies to revitalize existing products and appeal to younger, tech-savvy consumers. - **Marketing and Advertising:** Opportunity for marketing and advertising professionals to explore personalized branding approaches that encourage consumer participation and generate viral buzz around products or campaigns. - **Consumer Electronics:** Opportunity for consumer electronics companies to capitalize on the 'iEverything' trend by adopting similar naming conventions that create a perception of innovation and sleek design. ## Related on Trend Hunter - [Food-Themed Candy Products](https://www.trendhunter.com/trends/kraft-heinz-gummy-snack-pack.md) - [Snack-Sized Vegan Cheeses](https://www.trendhunter.com/trends/applewood-vegan-bites.md) - [Spiced Apple Macaroni Boxes](https://www.trendhunter.com/trends/apple-pie-1.md) - [Kid-Powered Imagination Campaigns](https://www.trendhunter.com/trends/ai-vs-ki.md) - [Gen Z-Influenced Marketing Campaigns](https://www.trendhunter.com/trends/kraft-heinz-3.md) - [Cheesy Macaroni-Flavored Spreads](https://www.trendhunter.com/trends/kraft-mac-cream-cheese-schmear.md) - [Designer Macaroni Dinners](https://www.trendhunter.com/trends/supreme-mac-and-cheese.md) - [Dairy-Driven Snack Products](https://www.trendhunter.com/trends/smug-dairy.md) - [Collaboration Cheese-Topped Pies](https://www.trendhunter.com/trends/kraft-singles-apple-pie.md)