Aussie kids vote Weet-Bix 'most trusted' at breakfast

For the sixth consecutive year, Australians have declared Sanitarium Weet-Bix™ their most trusted breakfast food, taking out the highly coveted title in the 2018 Reader's Digest Most Trusted Brands survey. For the first time, Weet-Bix was also highly commended in the Iconic Brands category.

Weet-Bix Senior Brand Manager Alex Garas said the awards recognise the love Australians have for the top-selling cereal brand which has stood as a reliable proof-point of the company’s nutrition philosophy since its launch back in 1928.

“For nearly 90 years, generations of Aussies have been raised on Sanitarium Weet-Bix,” he said. “Mornings are chaotic enough, Weet-Bix makes breakfast the easy part. From toddlers to octogenarians, it’s a terrific choice for millions of families who want nutrition to be simple.”

With its delicious malty flavour and packed with goodness, Weet-Bix is 97% wholegrain and provides a good source of iron and B vitamins. As part of a balanced diet, the breakfast cereal is a natural source of fibre, is low in sugar and contains essential vitamins and minerals.

Sanitarium Accredited Practising Dietitian Trish Guy said that winning on trust was more important than ever.

“Australians are becoming increasingly health-conscious, yet there are so many confusing messages out there around the nutritional value of foods which has made them more cynical,” she said. “It’s great to see that Sanitarium Weet-Bix, with its Health Star Rating of 5, very high wholegrain content and low sugar continues to stand the test of time.”

While the original Weet-Bix ‘blue box’ is now accompanied on shelf by Weet-Bix Blends, Weet-Bix Bites, Weet-Bix Go, Weet-Bix Organic, Weet-Bix Kids, Weet-Bix Gluten Free and most recently Weet-Bix Cholesterol Lowering, the Weet-Bix promise has remained largely unchanged throughout its 90 year history. Many Readers Digest Trusted Brands survey respondents said this was the reason it was their number one.

“With Weet-Bix, Australians know what they are going to get and we’ve never let them down. In recent years we’ve brought new variations to the Weet-Bix range, but an overarching commitment to simple nutrition and a Sanitarium mission to impact community health and wellbeing underpins it all,” said Garas.

“We are so proud to be recognised by this award for a sixth time and can’t thank our fans enough for trusting us at breakfast.”

About the Readers Digest Trusted Brands survey methodology
The Reader’s Digest Trusted Brands survey is not a reader’s poll. It is an independent survey, commissioned by leading research agency Catalyst. A cross-section of 2,450 Australians have been surveyed to reflect the demographics of the general population with each respondent completing a questionnaire to identify the brands they trust the most. Year after year, the Reader’s Digest Trusted Brands survey finds recurring themes and attributes among its category winners – consistency, reliability and value for money. For more information visit:

Last updated: 24 May 2018
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