Weet-Bix celebrates its 90th birthday

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Iconic breakfast cereal Weet-Bix turned 90 yesterday (October 28).

Celebrating the milestone, Sanitarium executive general manager Todd Saunders said while much has changed since 1928 one thing has remained constant—families just want breakfast to be simple.

“It’s what Weet-Bix has championed for the last 90 years—uncomplicated, affordable and tasty nutrition,” he said. “And it’s why nine decades later, Weet-Bix remains a firm favourite in the breakfast aisle with a box in almost half of all Australian homes.”

Weet-Bix box from around 1930.

While the original Weet-Bix recipe remains 97 per cent wholegrain, low in sugar, high in iron and a source of natural fibre, the brand has evolved in response to breakfast trends, dietary requirements and population health challenges.

In 2014 Sanitarium introduced Gluten Free Weet-Bix made from sorghum instead of wheat, catering for coeliac and gluten-sensitive consumers. Two years later Weet-Bix Cholesterol Lowering was launched, the first cereal in Australia to include the Heart Foundation’s recommended 2 grams of plant sterols per serve. In recognition of this innovation, Weet-Bix Cholesterol Lowering was named Australian Healthy Food Guide’s 2017 Product of the Year.

For six consecutive years, Weet-Bix has been voted the Most Trusted Breakfast Food in Australia in the Reader’s Digest Trusted Brands Survey, while “Aussie kids are Weet-Bix kids” has become one of the most memorable jingles in Australia since it launched in 1985.

“It’s always been our mission to help Australians enjoy good health and wellbeing,” Mr Saunders said. “That’s why we’re constantly looking for new and innovative ways to ensure Weet-Bix can be enjoyed by every Australian and how our foods can play a role in helping address some of our modern-day health challenges.

“Being with Aussie families at breakfast every morning is an incredible honour, but we also see it as our responsibility to help ensure they’re getting the best start to their day. Everyone at Sanitarium shares that sense of commitment and passion for Weet-Bix and what it stands for and I like to think that’s what makes us unique.”

2018 is a big year for Sanitarium, which is also celebrating its 120th birthday and the 21st birthday of UP&GO. In celebration of Weet-Bix’s 90th birthday, the company has released a limited edition collection of Weet-Bix birthday boxes featuring 58 of today’s most popular Australian names. From Zoe and Sam, to Ruby and Oliver, and even Mum and Dad, the distinctive birthday boxes can be found on supermarket shelves while stocks last.

Weet-Bix kids’ TRY-athlons attract thousands of participants each year.
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