Australian brand Sanitarium Weet-Bix has celebrated 90 years of manufacturing its famous breakfast food.
Since 1928, millions of Australian families have started their day with a Weet-Bix- based breakfast.
To commemorate the milestone Sanitarium has released a limited-edition collection of Weet-Bix birthday boxes featuring 58 of today’s most popular Australian names, including Zoe, Sam, Ruby, Oliver, and even Mum and Dad.
Much has changed since 1928, yet Sanitarium executive general manager, Todd Saunders says 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,” said Saunders.
While the original Weet-Bix recipe has remained largely intact, these days no two family members or friends eat them the same way, the company explains.
Alongside the classic ‘two Weet-Bix with milk’, Australians love topping them with fruits, nuts, seeds and spreads, blending them into smoothies and even dipping them in yoghurt.
From humble beginnings, millions of Weet-Bix are now manufactured every year at Berkeley Vale in NSW, Marooka in Queensland and Carmel in WA.
Still 100 per cent Australian-owned and made, today Weet-Bix is sold in some 22 countries across the world.
China represents a relatively new frontier for the brand, where increasingly affluent consumers are keen to adopt Western breakfast habits.
They are attracted to Weet-Bix by its iconic status, ingredients, versatility as well as its nutrition and food safety credentials, the company explains.
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, delighting coeliac and gluten sensitive consumers.
Two years later Weet-Bix Cholesterol Lowering was launched.
“It’s always been our mission to help Australians enjoy good health and wellbeing. 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”, said Saunders.
“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,” he said.