Vegemite donuts & charcoal chicken skin care: the best of April Fool’s Day in Sydney

• Some of Australia’s most recognisable brands have gotten involved in the prank-playing fun of April Fool’s Day.
• This year we’ve seen everything from vegemite custard doughnuts to charcoal chicken skin care.
• Much like the Superbowl ads, April Fool’s Day pranks by brands are always fun to read through and double as clever marketing plays.
• READ MORE: Sydney Comedy Festival pulls no punches for its 20th anniversary

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April Fool’s! [ha, got ya].

It’s always fun reading through the various top-of-April jokes Aussie businesses have played on their customers (and used as clever marketing plays) for

Nobody really knows where or how April Fool’s Day originated, but some historians point to to Roman Empire, during the reign of Emperor Constantine, whose jesters convinced him to make one of them “king for a day” as a hoax. Whether this is accurate is a matter of great debate (and could be the longest-running April Fool’s Day joke of all time). Others reference a classic Roman festival called Hilaria, themed on joy and playfulness.

Whatever its genesis, we’re glad we have a day where people are legally obliged to gaslight each other. And company’s are able to sneak in some tongue-in-cheek deception all in the name of good fun.

So what’s been fun this year? In Sydney (and Australia at large), some of the best April Fool’s Day jokes have once again come from the food industry. Here’s a breakdown of what has made us laugh today.

1. El Jannah’s Charcoal Skincare Products

Self-care is delicious any day of the week, but with El Jannah’s Flame & Glow, a brand new line of charcoal beauty products, inspired by their flame-kissed, finger-licking chicken, skincare gets the smokey treatment.

El Jannah, which has numerous outposts including Newtown and Granville, decided to take their pot-shot at hoax superstardom by cleverly released a make-believe Flame & Glow collection, with productions including a charcoal face mask [yum], hand cream, hair scrub and toothpaste.

Given most customers pretty much brush their teeth with El Jannah’s mind-blowing housemade garlic sauce, this could have actually been a legitimate venture. After all, bacon toothpaste is actually a thing that exists.

Each product draws on the essence of El Jannah’s famous charcoal chicken, touting a range of benefits including hydration and healthier hair.

eljannah.com.au

2. Doughnut Time’s Vegemite Doughnuts

New to Sydney? Did you know there was once a time, perhaps ten years ago, when all the city could talk about was doughnuts. Sugary, thick balls of dough that were mostly filled with molten nutella. Some cafes even put their doughnuts on top of milkshakes and saw massive success as a result. The trend, thankfully, died in about a year.

Personally, I’d rather that have been a bad April Fool’s Day joke and this one being a reality.

Doughnut Time have, surprisingly, landed on an idea no one has come up with before: vegemite doughnuts.

The limited-edition treat is “only available” (hint: it’s not, it doesn’t exist) at Ampol Foodary outlets for one-day-night, and each bite into this fictional bad boy will bring you closer to yeasty nirvana by taking Doughnut Time’s signature Chocolate Custard Doughnut and switching out the standard for salted Vegemite custard. The Vegemite doughnut is then topped with rich chocolate icing with red and yellow sprinkles.

“For years, Aussies have been showing us just how versatile Vegemite can be, it’s a staple beyond the breakfast table,” said Vegemite’s brand manager, Georgia Fink.

“We’ve seen it in everything from pasta sauces to pastries. This Doughnut Time collaboration is another fantastic example of that Aussie creativity, bringing our famous flavour to life in a bold way.”

They jest. But little do they know that a (real) Vegemite doughnut has been done before.

3. Virgin Australia’s Emotional Baggage Allowance

We’re surprised Virgin Australia is letting passengers bring something so heavy onboard, but we’re all for the airline pushing the aviation industry into the future with its new Emotional Baggage Allowance.

Launched today, the program allows travellers the chance to check in more than just their luggage, but leaving their emotional baggage in the hands of Virgin Australia crew. Unleash your inner Karen and take your daily frustrations out on people who don’t realise that you’re actually the ordained main character of life.

But we all know flying can be stressful, so having the Virgin Australia crew help you unburden yourself of all that emotional weight before you board could change travel as we know it, forever.

This doesn’t exist, of course. But that won’t stop customers from unloading their emotional baggage at staff anyway.

virginaustralia.com

4. Life Blood’s Hot Sauce Sanitiser

We honestly didn’t expect a hoax from a blood donation company, but it’s 2025, the year of lawlessness.

Life Blood Australia have taken their stab at April Fool’s Day with a limited-edition Lifesauce hand sanitiser… filled with hot sauce.

“You’d be a fool to not get your hands on this hot sauce, or should we say, Lifesauce? Perfect to spice up your post-donation party pies,” Life Blood Australia write on their Instagram.

“April Fool’s jokes aside, we understand kind hands need care, and our limited-edition hand sanitiser is just what you need to keep the bugs at bay. Get yours with every three donations, while stocks last.”

Donate blood now

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