.png){kind=logo} Logo used since 2023, currently used alongside the 1985 logo. | |
 A bowl of Weet-Bix | |
| Product type | Breakfast cereal |
|---|---|
| Produced by | Sanitarium Health and Wellbeing Company (Australia and New Zealand) Bokomo (South Africa) |
| Country | Australia |
| Markets | Australia, New Zealand, South Africa |
| Website | weetbix.com.au |
Weet-Bix is a whole-grain wheatbreakfast cereal created and manufactured inAustralia andNew Zealand by theSanitarium Health Food Company, and inSouth Africa byBokomo.
Weet-Bix was developed by Bennison Osborne inSydney, Australia, in the mid-1910s. Osborne set out to make a product more palatable than Granose, a biscuit that was marketed by the Sanitarium Health Food Company at that time. On 19 August 1926, he lodged an application for registration of the trademark Weet-Bix, a name which he had devised.
Production began at 659 Parramatta Road,Leichhardt,[1] under the management of Osborne, and with the financial backing of Arthur Shannon, who created the company Grain Products to manufacture the cereal. Osborne's friend, Malcolm Ian Macfarlane, from New Zealand, joined him to take on a marketing role. The product was so successful that, in October 1928, Shannon sold the rights in the product to the Australasian Conference Association Limited (Sanitarium Health Food Company, a wholly owned subsidiary and venture of theSeventh-day Adventist Church in Australia).
Macfarlane suggested that they ship the product to New Zealand, where it proved so successful that it became difficult to adequately supply the market from Australia. Osborne and MacFarlane went to New Zealand and established factories in Auckland and Christchurch. However, once again, Shannon sold out to the Australasian Conference Association Limited.
Osborne and Macfarlane then exported the product toSouth Africa and, with Shannon's financial backing, went to that country and built a factory inCape Town, with Osborne managing sales. That enterprise was also sold subsequently, this time toBokomo.[citation needed] While in South Africa, Osborne and Macfarlane sought to obtain more satisfactory financial backing to secure Osborne's product. A group was formed, Osborne refined the product, and he and Macfarlane went to England to establish the product there.
The British & African Cereal Company, Ltd. was registered in London in 1932,[2] as a private company, with the proprietor shown asWeetabix Limited of Weetabix Mills,Kettering. All shares in the company were specified to be under the control of the directors, the first of whom were Bennison Osborne, Malcolm Ian Macfarlane, Alfred Richard Upton and Arthur Stanley Scrutton.[2] For the purpose of legally differentiating the product from that sold in Australia, New Zealand and South Africa, the product was namedWeetabix.
Osborne and Macfarlane became the joint managing directors with Osborne controlling production and Macfarlane controlling marketing. Sites for the factory were examined, withBurton Latimer inNorthamptonshire eventually being chosen, due in part to the offer of a disused flour mill by a Mr. George, who requested shares in the company and who was subsequently offered a seat on the existing board of directors. In 1933, Macfarlane left the company to pursue other business interests, leaving Osborne as the sole managing director. George eventually became chairman of the board. Osborne sold his shareholding to the directors in July 1936, at which time the company was renamed Weetabix Limited.[2]
At that time, Osborne established a Weetabix factory in the US, atClinton,Massachusetts. However, the venture was unsuccessful, and Weetabix eventually entered the US market fromCanada via Clinton, the site of the original US factory.[citation needed]
Weet-Bix Clusters are to be discontinued by June 2025.[3]
In July 2014, Sanitarium introducedgluten-free Weet-Bix, produced fromsorghum grains.[4] Earlier in 2014, the company had recommissioned theirPerth-based Weet-Bix factory into a dedicated gluten-free manufacturing facility to produce this new product.[4]
Sanitarium introduced Weet-Bix™ Bites in 2012 as a bite-sized version of the popular breakfast cereal. It is a wheat-based cereal infused with fruit and honey. As of 2024, Weet-Bix Bites are available in four varieties: apricot, wild berry, honey crunch, and, most recently, coco crunch.[5]
Weet-Bix is seen in Australia, New Zealand, and South Africa as aniconic national foodstuff. An online poll of 16,000 people in 2006 identified it as Australia's favourite trademark.[6] The product has been marketed in Australia since 1985 with the catchphrase "Aussie kids are Weet-Bix kids".[7] Based on its success in Australia, a similar catchphrase was adopted six months later in New Zealand: "Kiwi Kids are Weet-Bix kids".[8]
Sanitarium started to issue collectors' cards in 1942[9] as a marketing device in their boxes of Weet-Bix and for some of their other breakfast cereal products, including Granose, Bixies, Cerix and later Puffed Wheat, Puffed Rice, Weeta Puffs, Weeta Flakes and Corn Flakes.[10] Sanitarium have also issued cards in their New Zealand products, sometimes similar to the Australian series but also series with a New Zealand focus such as theAll Blacks (New Zealand Rugby team) –themed "Stat Attack" cards.[11]
