Australian here - love vegemite

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We are raised on the stuff - just like Americans love peanut butter. The big problem with most people trying it is twofold - you have to use butter / margarine under it (it tempers the flavour) and second, unless you’ve eaten it before and know what to expect you only need a thin layer! I’ve seen Americans slather the stuff on toast / bread then almost puke - don’t do this!
It is vegan however was not invented as that purposefully - just happens to be that way. Great source of vitamins which is why it has always been marketed to Mum’s as being excellent for kids. Most Australians start eating it as a first solid food on toast / crackers / rusks / sandwiches. We have 3 kids - the 17yo has only recently started to eat it after hating it between the ages of 4-16, the 15yo ate it every single school day for 2yrs before deciding he would only eat it on toasted sourdough topped with avocado (he doesn’t eat butter so avo does that job) and our 12yo prefers peanut butter.
I tried Marmite when I was young however didn’t like it. From memory it was not as powerful as vegemite, milder.