Award: Winner
Category: Breakfast Food

FOR THE 11TH YEAR IN A ROW, Australians have declared Sanitarium Weet-Bix™ their Most Trusted Breakfast Food. Australians young and old have long been proud to call themselves Weet-Bix kids.

In fact, more than 90 years after Sanitarium launched its now-iconic wholegrain cereal, you’ll find Weet-Bix in almost half of all Australian homes – and it still represents simple, honest nutrition that the whole family will love.

Alongside the classic ‘two with milk’ approach, Aussies love piling them high with fruits, nuts and seeds, smashing them into smoothies, smothering them with spreads and even dipping them in yoghurt. But of course the age-old battle lines remain drawn – do you do them crunchy or soggy?

In response to changing tastes and health needs, there’s now a wide range of Weet-Bix options including Weet-Bix Bites, Weet-Bix Gluten Free, Weet-Bix Little Kids Essentials and Weet-Bix Cholesterol Lowering – containing plant sterols, clinically proven to reduce LDL cholesterol by up to 9% within 4 weeks as part of a healthy diet low in saturated fat.

Weet-Bix remains Australian-owned and made, but perhaps what makes it quintessential to the Australian cultural experience is its passion to help Aussie kids achieve their potential.

Whether it’s combating food and nutrition insecurity through nationwide support of breakfast clubs or inspiring self-belief through sports ambassadors, Weet-Bix has always been about much more than breakfast.



"Amazing taste, family friendly."

MALE, 60-69, NSW/ACT

"Nutritional and tastes great."

MALE, 40-49, VIC/TAS

"Healthy, filling and delicious."


"Easy to choose your own portion size."

MALE, 30-39, NSW/ACT
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