Village and Event Cinemas have teamed with Vegemite in what may prove to be the unholiest alliance since Trump and Kim Jong-un: there is a new Vegemite flavoured Chef’s Gourmet Premium Popcorn now available in all Village and Event cinemas.

Matt Gray, Marketing Manager for Vegemite, said: “We are ‘mitey’ excited to be partnering with our good friends at Village Cinemas and Event Cinemas to deliver an Aussie take on a cinema classic.

“Vegemite loves popping up in new and exciting places, and we can’t wait to spread the love with a popcorn that truly tastes like Australia. The combination tastes delicious and we’re excited for our fans to try it.”

Mo Bhargava, GM of Sales and Marketing at Village Entertainment, added: “Popcorn remains the number one movie going snack for our customers […] We wanted to expand on our traditional savoury offering of buttered popcorn and couldn’t look past one of butter’s best companions – Vegemite.”

This innovation recalls the outrage when Kraft unleashed Vegemite Singles in the ’90s, and reminds me of how during the three months I worked at Baker’s Delight one summer, I never once sold a Cheesymite Scroll to a single being.

Just because you can, doesn’t mean you should. Still, people might love it.

The article was originally published on Brag Magazine