There’s a great Billy Connolly joke that asks, “Who discovered we could get milk from cows, and what did he think he was doing at the time?” That came to mind this week when it was revealed that Vegemite flavoured roast chicken is now a thing; sometimes it takes fearless bravery to find the greatest tastes. 

As per news.com.au, the uniquely Aussie style of roast chicken has been spotted in Coles supermarkets around the country. “Roast chicken with Vegemite,” the luridly yellow bag declares, alongside a threatening bubble that says “with cheesy stuffing.” If ever a meal should come with courtesy toothpaste, it would be this.

Coles has hailed the unexpected new product as a “match made in culinary heaven,” adding that it’s a “tasty new option to elevate the next family get together.”

According to Coles, the added Vegemite touch creates “a subtle and more-ish umami flavour,” whatever that means. And don’t be expecting any gourmet cheese – the whole thing’s stuffed with good ol’ reliable Bega.

The reaction from curious Australians was decidedly mixed online, with many social media users expressing disdain for the creation. Several other people, however, pointed out the fact that Vegemite is no stranger to being used as a marinade in recipes. It ain’t a national treasure for nothing.

“We always want to delight our customers, giving them something they have never had before. We have spent many months ensuring we have nailed the perfect flavour profile so that our customers still get the taste of two iconic products they love, in an exciting new way,” was how Coles product developer Tim Hickox put it.

If you’re up to the taste challenge, Coles’ roast chicken with vegemite is available in select stores around Australia for $13. Pretty good price, to be fair to them.

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