My First Vegemite highlights perils of spin-off products

A branding expert says start-ups must tread with caution with launching spin-off products or they run the risk of undermining their brand.

Erminio Putignano, managing director of FutureBrand Australia, says companies who frequently diversify their original product can appear as if they are losing direction.

Putignano’s comments come on the back of an announcement by Kraft brand Vegemite, which has launched its latest product, My First Vegemite.

The new product is aimed at children aged one to three, claiming to contain extra vitamins and a heavily reduced sodium content.