Sanitarium has entered the budding breakfast biscuit market with a product made with real Weet-Bix and wrapped in single serve packs.
Weet-Bix GO, which scores a health star rating of 3 to 3.5 stars across the range, is high in wholegrains and is a source of fibre, according to its maker.
Sanitarium kick-strated the liquid breakfast market with the launch of Up&Go several years ago. The first major entrant in the breakfast biscuit category, however, was Belvita from Mondelez.
According to Sanitarium, Newspoll research shows that a bigger breakfast is low on Australian' consumers morning priority list, while nearly two thirds are already skipping breakfast.
“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,” Daniel Derrick, general manager – marketing at Sanitarium.
“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.”
Weet-Bix GO has a recommended retail price of $4.49 for a multipack of five individual serves, and comes in a range of flavours: Wild Berry Burst, Honey & Oat Crunch, Apple Cinnamon Twist and Apricot Coconut flavour Fusion.
It is being sold initially only in Coles supermarkets and will be available nationwide from 31 August 2015.
