suitable for vegans, it was not until World Vegan Day 2019 that it received vegan certification from the Vegan Australia Certified program. A Vegemite nutritionist said that "the spread had always been a fitting choice for vegans". Nutritional information Vegemite is one of the richest sources of B vitamins, specifically thiamine, riboflavin, niacin and folate (B1, B2, B3 and B9, respectively). Unlike Marmite and some other yeast extracts, the base version contains no vitamin B12 although both vitamin B6 and vitamin B12 are added to the low-salt formulation. The main ingredient of Vegemite is yeast extract, which contains a high concentration of glutamic acid, the source of Vegemite's rich umami flavour. Vegemite does not contain any fat, added sugar or animal content. It contains gluten (a composite of storage proteins) as the yeast is derived from brewing. Vegemite contains 3.45% sodium, which equates to a salt content of approximately 8.6% Daily Value. Australia only defines low salt foods, but by UK standards Vegemite is classified as a high salt content food. The low-salt version of Vegemite with a distinctive pale orange lid was introduced to the Australian domestic market in September 2014, offering a 25% reduction in sodium content. The low-salt version is also fortified with vitamin B6 and vitamin B12. Vegemite contains 2.3% potassium. Advertising and branding Originally promoted as a healthy food for children, during World War II advertising emphasised its medicinal value: Vegemite fights with the men up north! If you are one of those who don't need Vegemite medicinally, then thousands of invalids are asking you to deny yourself of it for the time being. At the same time, "Sister MacDonald" insisted that Vegemite was essential for "infant welfare" in magazines. Later advertisements began to promote the importance of the B complex vitamins to health. Vegemite's rise to popularity was helped by the marketing campaigns written by J. Walter Thompson advertising that began in 1954, using groups of smiling, healthy children singing a catchy jingle titled "We're happy little Vegemites". We're happy little Vegemites As bright as bright can be. We all enjoy our Vegemite For breakfast, lunch, and tea. Our mummies say we're growing stronger Every single week, Because we love our Vegemite We all adore our Vegemite It puts a rose in every cheek. First aired on radio in 1954, the jingle was transferred to television in 1956. This advertising campaign continued until the