SANITARIUM Health Food Company has launched the first major product extension of its top selling cereal Weet-Bix since its launch 75 years ago.
Aimed at teenagers and kids its new Weet-Bix Crunch is a honey-coated “mini version” of the cereal that is being positioned by Sanitarium as an energy cereal that is “big on taste” as well as being a strong on health and nutrition offerings.
The launch is being supported by a $2.6m ad campaign created by the Star advertising agency. The main ad in the campaign features a teenage boy in a high energy bear chase “powered” by Weet-Bix Crunch.
Sanitarium’s Rex Sheehy said the product was developed to meet the demands of mums for a nutritious cereal that would have high appeal to children.
“Research with Mums’ showed that although they know Weet-Bix is the best breakfast cereal for their kids and teens, most families wanted more variety,” Sheehy said.
“Mums’ certainly struggle to get their kids and teens to eat a nutritious breakfast and felt that there were few cereals targeted at kids and teens that offered credible nutrition.
“Kids and teens want a breakfast cereal that is crunchy and tastes good.”
