Parents the driving force behind a new Weet-Bix for Little Kids

Sanitarium Health Food Company has launched a dedicated breakfast cereal for children aged 1-5 years, following two years of development, input from 1200 parents and reviews from 145 dietitians to inform its creation. 

The result is Weet-Bix Little Kids Essentials – a uniquely formulated breakfast cereal recommended by nine out of 10 kids dietitians1.

Sanitarium canvassed 1200 new parents to better understand their biggest concerns about their child’s diet and overall health. Their input helped build an ideal breakfast cereal for toddlers and pre-schoolers, right down to the nutrients that mattered to parents including fibre, calcium and iron2.
 

Nine out of 10 kids dietitians recommend Weet-Bix Little Kids Essentials1

Weet-Bix Little Kids Essentials is made from 97% Australian wholegrains (wheat, rye and sorghum), is high in iron, low in sugar and has no added salt. Enjoy as part of a healthy diet.
 
Key benefits include:

  • Calcium for strong bones, teeth and muscle,
  • Vitamin B1, magnesium and high in iron for brain and cognitive function,
  • Folate and zinc for strong natural immune defences,
  • Vitamin B2, B3 and B6 for energy to grow, learn and play, and;
  • Fibre for digestive and tummy regularity.


Accredited Practising Dietitian and Nutrition Science Manager at Sanitarium Health Food Company, Chris Cashman said it was clear parents were looking for a breakfast cereal with nutritional goodness to tick all the boxes. 

“Parents know the first few years of their child’s life are crucial but it’s not always easy to get little kids to eat healthy foods, especially when they are tired, teething or fussy. In fact, 87% of parents told us they just wanted healthy food for their child that they’ll be happy to eat and gives them what they need2 - that was our challenge,” said Mr Cashman.

“By starting with Weet-Bix, we knew we had a cereal that parents trusted and little kids happily ate - two big wins.3 We then tailored the cereal to optimally deliver the nutrition little ones need by increasing the variety of wholegrains and adding calcium, zinc, and vitamin B6 to the vitamins and minerals already in Weet-Bix.

“As a result, Weet-Bix Little Kids Essentials is high in fibre and delivers nine essential vitamins and minerals to support young children in meeting growth and development milestones, as well as providing support for strong immune defences and happy tummies, when eaten as part of a balanced diet.”

Parents weren’t the only experts consulted in creating the product. Sanitarium commissioned an independent survey of Australian and New Zealand dietitians, asking them to review the cereal’s nutrition credentials. The survey found nine out of 10 kids dietitians would recommend Weet-Bix Little Kids Essentials for healthy children aged 1-5 years.1

Accredited Practising Dietitian and father of 18-month-old Ruby, Joel Feren said the new Weet-Bix Little Kids Essentials was almost as hardworking as the parents of little kids. 

“Knowing that’s how Ruby starts her day, even if some ends up on the floor, gives me a real sense of confidence both as a dad and as a dietitian,” said Mr Feren.  

“As well as essential nutrients for growth and development, just one serve of Weet-Bix Little Kids Essentials provides 25% of a young child’s fibre needs. That’s a real help for parents, especially those who struggle to keep their little kids regular. Fibre is really important for digestive regularity, and prebiotic fibre feeds good gut bacteria4, but more than a third of young Australian children don’t get enough fibre5.”    

Weet-Bix Little Kids Essentials has a 5 star Heath Star Rating and is made at Sanitarium’s Brisbane factory, from 98% Australian ingredients. 

Weet-Bix Senior Brand Manager Sharon Green said input from parents and dietitians had been fundamental to the creation of Weet-Bix Little Kids Essentials.

“In developing our newest Weet-Bix family member, we had the needs of Australia’s youngest family members in mind. It’s been incredible hearing from parents to better understand how we could help address their health and diet concerns for their young children. Among the many things they told us, one thing became very clear – every parent just wants their child to grow up to be the best they can be.
 
“Our hope for Weet-Bix Little Kids Essentials is that it helps mums and dads feel confident that they’re setting their toddlers up with the nutrition they need to thrive - one less thing to worry about after a sleepless night or before the mad rush out the door to day-care or preschool.” 

Weet-Bix Little Kids Essentials is now available from supermarkets nationally. 

For more information on Weet-Bix Little Kids Essentials visit  weetbixlittlekidsessentials.com

Last updated 12 April 2021

References

  1. In an independently administered survey conducted in 2020 of 145 qualified kids dietitians (those who regularly work with children up to 18 years) in Australia and New Zealand, 94% indicated they would definitely or likely recommend this product as a healthy breakfast cereal option for healthy children aged 1-5 years.
  2. FiftyFive 5 – qualitative interviews and quantative surveys with parents of children aged 6 months to 5 years, December 2018
  3. Sanitarium Weet-Bix has been named Australia’s Most Trusted Breakfast Food by the annual Reader’s Digest Trusted Brands Awards every year since 2013.
  4. Prebiotic fibre promotes the growth of bifidobacteria and lactobacillus, as part of a healthy diet.
  5. Fayet-Moore F at al. Dietary Fibre Intake in Australia. Paper I: Associations with Demographic, Socio-Economic, and Anthropometric Factors. Nutrients. May 2018, doi: 10.3390/nu10050599

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