Cult favorite snack food Vegemite recently released a similar food, a snack made up cream cheese mixed with Vegemite that was initially called iSnack 2.0. However, the product has been renamed just months into its lifespan due to a lack of customer support.

Kraft originally thought that the name and food and drink logo design was entirely appropriate for their newest product. It was designed to appeal to a younger generation that is not so interested in Vegemite. However, the product failed to sell and even became a joke among the young people who were supposed to be the target audience.

While young people certainly enjoy both digital media and snack foods, they do not routinely associate the two with each other. Instead of inspiring a new generation to try their grandparent’s favorite snack, the name instead made them feel that the company was trying a little too hard. In this case, the evaluation was certainly correct. Kraft was back to the naming and logo design drawing board in record time.

In a poll of 30,000 customers, Kraft offered new alternatives to iSnack 2.0. These included Cheesybite, Vegemate, Smooth, Vegemild, and Snackmate. The audience resoundingly chose Cheesybite with over a third of the votes. However, the difficulties have not ended there.

As many pizza fans may note, there is another product on the market called the Cheesy Bite, with the name trademarked to Pizza Hut since 2006. Experts are expecting a confrontation any day, as Kraft attempted to trademark the similar name last week.

Kraft has stated that they are confident in their ability to create space between their CheesyBite and that of the well-known pizza snack. The company certainly has quite a legal and London based logo design team, but the names may be too similar for any argument. In addition, having a snack with a name so similar to other snacks may actually be disastrous for the brand, more so than a ridiculed digital name that has nothing to do with the snack at hand.

Kraft is confident that the market will accept this product. After all, few people eat Vegemite alone; most mix it with a creamier base. Offering this combination in a premixed spread should be an enormous convenience—that is, if Kraft can simply get through the naming process without any further issues. Is their confidence well placed? The company was also optimistic about the originally named spread, which was not accepted well at all.

The moral of this story? That branding is as important as ever, no matter how strong your company or your other products. A snack by another name may taste as good, but no one will know because the brand doesn’t inspire that first purchase. Kraft is learning what so many small business owners already know: that a bad name can sink a product, while a great one can sell it. Hopefully CheesyBite is the brand that gets kids eating their snacks once again. The company has already invested significant amounts of money and time in this product; let’s hope it deserves this attention.