Vegemite is the 26th little shop in the Coles little shop Series 2 collection.
Little shop items are Coles promotional collectibles given away during the sale period (which has since ended) You must spend $30 in store to redeem one little shop blind bag collectible, which are miniture representations of real products within coles
Series 2 of the Mini shop collectibles range features 30 items to collect, with an ultra rare Golden Trolley item (which there are only 100 of) making 31 possible collectables.
In addition to all Coles shopping centers, Series 2 opens up the offer to spending $30 at Shell service stations that have pertnered with Coles for their Fuel discount program. So you can get collectibles when filling up your car too!