FROM KALGOORLIE TO KIAMA Bowen to Broome and Darwin to Devonport, Australians young and old have long been proud to call themselves Weet-Bix kids. In fact today, more than 90 years after Sanitarium launched its now-iconic wholegrain cereal, you’ll find a box of Weet-Bix in almost half of all Australian homes.

While the original recipe has remained largely unchanged, eating Weet-Bix has had a modern-day makeover. Alongside the classic ‘two with milk’ approach, Aussies love piling them high with fruit, nuts and seeds, smashing them into smoothies, smothering them with spreads and even dipping them in yoghurt. Serve hot or cold – good either way. But of course the age-old battle lines remain drawn – do you eat them crunchy or soggy?

In response to changing tastes and health needs, there’s now a wide range of nutritious Weet-Bix options including Weet-Bix Blends, Weet-Bix Bites, Weet-Bix Gluten Free, Weet-Bix Protein and Weet-Bix Cholesterol Lowering, a clinically proven cereal that can help to reduce LDL cholesterol by up to 9% within four weeks.

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 healthy, happy potential. Whether it’s combatting food and nutrition insecurity through the Good Start Breakfast Club program or fostering physical activity and self-esteem through the nationwide Weet-Bix Kids TRYathlon series, Weet-Bix has always been about much more than breakfast.

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"Have been eating Weet-Bix for breakfast for over 50 years."

MALE, 60-69, QLD

"Best breakfast that doesn’t get boring."

MALE, 18-29, QLD

"Always consistent with quality"

FEMALE, 30-39, NSW