On Sunday 28 October, Australian brand icon Sanitarium Weet-Bix™ will celebrate its 90th birthday. Since 1928, millions of Australian families have started their day with the wholesome taste and simple nutrition of Weet-Bix, making it one of the nation’s most loved and trusted1 brands.

To commemorate the milestone Sanitarium has released a 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 limited edition birthday boxes can be found on supermarket shelves while stocks last2.

From Kalgoorlie to Kiama, Bowen to Broome, Darwin to Devonport, Aussie kids have always been proud to call themselves Weet-Bix kids. While the 1985 ‘Aussie kids are Weet-Bix kids’ jingle is etched on our nation’s psyche, phrases like ‘Hope he’s had his Weet-Bix’, ‘Breakfast of champions’ and ‘How many do you do?’ have also stood the test of time.

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. 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 homes3.”

How do you do yours?

While the original Weet-Bix recipe has remained largely intact, these days no two family members or friends eat them the same way.  Alongside the classic ‘two Weet-Bix with milk’, Aussies love topping them with fruits, nuts, seeds and spreads, blending them into smoothies and even dipping them in yoghurt. Served hot or cold — good either way. But of course the age-old battle lines remain drawn — team crunchy or team soggy?

First Australia, now the world

From humble beginnings, millions of Weet-Bix are now manufactured every year at Berkeley Vale (NSW), Marooka (QLD) and Carmel (WA). In fact, lining up all the Weet-Bix manufactured in the last year alone, you would lap around the Australian coastline four times4!

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 and exciting 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, quality ingredients, versatility (enjoy hot or cold) as well as its nutrition and food safety credentials.

Gluten free and cholesterol lowering — what’s next?

While the original Weet-Bix recipe remains 97% 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, the first cereal in Australia to include the Heart Foundation’s recommended 2 grams of plant sterols as part of a balanced diet low in saturated fat. In recognition of this innovation, Weet-Bix Cholesterol Lowering was named Australian Healthy Food Guide’s 2017 Product of the Year.

“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”, says Mr 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.”

Last updated: 30 October 2018

  1. Six time consecutive winner of Most Trusted Breakfast Food, Readers Digest Trusted Brands Survey 2018.
  2. Box sizes 575g and upwards.
  3. Nielsen Homescan data MAT 06/10/2018 (total Weet-Bix brand).
  4. 1.54 billion individual Weet-Bix (total Weet-Bix brand) produced May 2017 to April 2018.