The name chosen by Kraft for its new Vegemite - iSnack2.0 - has been widely panned in online commentary from the public.
RMIT University marketing expert, Dr Con Stavros, says he is unsurprised at the poor reaction.
The name doesn't actually capture the new product or say anything particularly meaningful about it, Dr Stavros said.
Putting an 'i' in front of a word is somewhat unoriginal, while adding '2.0' is possibly confusing.
Credit should go to Kraft for generating such a high level of interest in their new product.
But considering they apparently had tens of thousands of suggestions for a name for this new type of Vegemite, I'm surprised this is the one idea that came out on top.
Dr Stavros is a Senior Lecturer in RMIT's School of Economics, Finance and Marketing.