Vegemite, the bitter Australian yeast spread that strikes fear into the heart of non-Aussies, is seemingly going upmarket.

It's debuting a concoction called Vegemite Blend 17, apparently an ode to the preferred recipe put together by the spread's inventor, Cyril Callister, back in 1923.

According to the Herald Sun, it's "a richer, syrup-like spread that’s a touch sweeter with a more bracing finish than the original recipe" and has a similar consistency to Marmite, a British yeast spread.

There's that, and the slightly darker packaging that lets everyone know you're not just slinging the regular stuff.

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It's a limited edition release costing double the price A$7 (US$5.60), with around 450,000 jars set to be made.

So far though, the reviews haven't been particularly glowing for the rich person's Vegemite.

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Sounds like clever marketing, but OK.