By last night the number of negative comments on Twitter, the microblogging site which has 700,000 Australian users and where consumers have collectively vented their spleen, numbered in the thousands. A website, Names That Are Better Than iSnack 2.0, has also sprung up.

Even Kraft appears to be hesitant to give unqualified support to the name - chosen by a 27-year-old West Australian and announced on Saturday. A spokesman, Simon Talbot, admitted it was polarising consumers but said the negativity was confined mainly to older consumers. Kraft has shipped its 3 millionth jar since the competition's launch in July, he said, so the product was proving more popular than the name.

But he left open the possibility of change. ''I can't say that we are not changing it. All I can say is that we are listening to consumers and, yes, there are some strong feelings towards it. It has taken us by surprise.''

Nick Foley, managing director of the branding agency Landor Associates, said the idea of asking shoppers to come up with a name was excellent but ultimately the name failed.

''They are taking the 'i' that is associated with the iPod and 2.0, which is a term for the web. So what does any of that have to do with a food product?''