Transformed Weet-Bix launched to help Aussies GO

Iconic Weet-Bix transformed to help Aussies GO

Aussie go-getters can now take Weet-Bix wherever they go in the mornings, with new Weet-Bix GO, a delicious breakfast biscuit from Australia’s iconic breakfast cereal. Weet-Bix GO is wrapped up in single serve packs that are ready to take with you when you are on the run.

Developed specifically for those times when you’re on the go, Sanitarium’s delicious new Weet-Bix GO is made with real Weet-Bix, is very high in wholegrains and is a source of fibre. Weet-Bix GO scores a health star rating of 3-3.5 stars across the range.

Weet-Bix GO is now available in Coles supermarkets and will be available nationwide from 31 August 2015.

The launch comes in the wake of a new Newspoll study into what Australians would do if they had more time in the morning, revealing that eating a bigger breakfast is low on the priority list.*  Previous research has indicated nearly two thirds of Australians are skipping breakfast.**

When asked what they would do if they had more time in the morning*, Aussies said they would:

  • Sleep longer – 29 per cent
  • Exercise – 18 per cent
  • Cuddle their partner – 11 per cent
  • Eat a bigger and better breakfast – 8 per cent

Only 2 per cent would check Facebook or Twitter, or spend more time grooming themselves. Sleeping longer is more important to Gen Ys, with 34 per cent of 18-34 year olds opting to stay in bed, versus only one in five amongst 50-64 year olds (21 per cent).

Daniel Derrick, General Manager – Marketing, Sanitarium Health & Wellbeing said Weet-Bix GO has been developed to provide Australians with a quick and flexible breakfast option that provides a source of fibre and is very high in wholegrains.

“The research shows that there are a lot of people skipping breakfast in the morning. This is worrying when it is the best way to set yourself up for the day. Weet-Bix GO is a convenient option when time gets away and you don’t have time for a sit down breakfast. It means you can still start your day with wholegrains and enjoy the wholesome taste of Weet-Bix GO anywhere.”

AFL sensation, Geelong captain and top midfielder, Joel Selwood, welcomes the new addition to the Weet-Bix family and is taking on the Weet-Bix GO Kart Challenge with his brother, former AFL player, Troy Selwood, on Friday 3 July, to celebrate its arrival.

“For me, breaky is a major goal post which helps me kick-start the day. Weet-Bix GO means I can add fuel to my morning on the run when my gruelling routine doesn’t allow me to stop for breaky,” he said.

Weet-Bix GO has an RRP of $4.49 for a multipack of five individual serves, and comes in a range of delicious flavours: Wild Berry Burst, Honey & Oat Crunch, Apple Cinnamon Twist and Apricot Coconut Flavour Fusion.

To find out more, visit www.sanitarium.com.au, follow @Weet_Bix or visit www.facebook.com.au/weetbix.
*The Newspoll Research was conducted in May 2015 among a total representative sample of 1261 Australians aged 18-64 years.
**Refers to findings from a Galaxy Research survey conducted in October 2013, among a total representative sample of 1001 Australians aged 18-64 years, revealing that the average Australian allocates less than 10 minutes for eating breakfast on a typical weekday while 35% per cent allocate only 5 minutes or less.