Sanitarium Weet-Bix

Weet-Bix is an iconic whole grain wheat breakfast cereal that has become a staple in Australian and New Zealand households. Originally developed in Sydney, Australia, in the mid-1920s, it was created by Bennison Osborne and marketed by Grain Products Limited. Osborne’s goal was to create a more affordable, health-conscious alternative to the existing 'Granose' biscuits.

In 1928, the Sanitarium Health and Wellbeing Company acquired the brand and its production facilities. Sanitarium is unique in its corporate structure as it is wholly owned by the Seventh-day Adventist Church. Because the company is owned by a religious organization, it operates as a charitable entity in Australasia, with its profits supporting church initiatives and community health programs.

Today, Weet-Bix is manufactured primarily in Australia and New Zealand, with the Australian version produced in locations like Cooranbong and North Rocks. The brand is famous for its long-standing 'Aussie kids are Weet-Bix kids' marketing campaign and remains the most popular breakfast cereal in the region, known for its high fiber and low sugar nutritional profile.