Back under Australian ownership,Vegemite is flexing its muscles with brand extensions and squeezing out smaller competitors.
Fonterra has gained access to a handful of Bega documents after its rival's boss corrected his witness statement in a long-running dispute over a licensing deal that went sour.
The ASX pared solid gains on Tuesday as bank stocks slumped over fears of squeezed profit margins after the RBA cut rates to a record low.
Bega Cheese boss Barry Irvin has noted a mood of"cautious optimism"among dairy farmers,as he spruiks its ability to capitalise on growing demand for natural products.
The local bourse ended the session flat,as a jump in gold and oil prices helped offset the drag from bushfire-impacted insurers and food producers.
Fears that a devastating bushfire in NSW will disrupt milk production and cause a further tightening in supply has spooked investors in the ASX-listed dairy group.
Experts have applauded the timing of Bega Cheese's'Bartymite'marketing move,tipping strong sales for the million jars of Vegemite featuring the tennis champ's name.
Bega chairman Max Roberts was in the kitchen of a farmhouse a couple of weeks ago when he was presented with some clothes pegs.
The Australian share market shook off negative leads and a dragging banking sector to close higher on Friday.
The ASX dropped in its final minutes to a flat closing price,with company profit warnings dragging on positive sentiment.
Bega Cheese has been whacked by investors after it became the latest business to issue a profit warning over its 2020 earnings.