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164:, under the management of Osborne and with the financial backing of Arthur Shannon, who created the company Grain Products to manufacture the cereal. Osborne's friend Malcolm Ian Macfarlane from New Zealand joined him to take on a marketing role. The product was so successful that, in October 1928, Shannon sold the rights in the product to the Australasian Conference Association Limited (Sanitarium Health Food Company, a wholly owned subsidiary and venture of the
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160:, in the mid-1910s. Osborne set out to make a product more palatable than Granose, a biscuit that was marketed by the Sanitarium Health Food Company at that time. On 19 August 1926, he lodged an application for registration of the trademark Weet-Bix, a name which he had devised. Production began at 659 Parramatta Road,
266:. An online poll of 16,000 people in 2006 identified it as Australia's favourite trademark. The product has been marketed in Australia since 1985 with the catchphrase "Aussie kids are Weet-Bix kids". Based on its success in Australia, a similar catchphrase was adopted six months later in New Zealand: "
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While in South Africa, Osborne and
Macfarlane sought to obtain more satisfactory financial backing to secure Osborne's product. A group was formed, Osborne refined the product and he and Macfarlane went to England to form the British & African Cereal Company, Ltd., which they registered in London
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of
Weetabix Mills, Burton Latimer, Kettering. All shares in the company were specified to be under the control of the Directors, the first of whom were Bennison Osborne, Malcolm Ian Macfarlane, Alfred Richard Upton and Arthur Stanley Scrutton. For the purpose of differentiating the product from that
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in 1942 as a marketing device in their boxes of Weet-Bix and for some of their other breakfast cereal products, including
Granose, Bixies, Cerix and later Puffed Wheat, Puffed Rice, Weeta Puffs, Weeta Flakes and Corn Flakes. Sanitarium have also issued cards in their New Zealand products, sometimes
168:
in
Australia). Macfarlane suggested that they ship the product to New Zealand, where it proved so successful that it became difficult to adequately supply the market from Australia. Osborne and MacFarlane went to New Zealand and factories were established in Auckland and Christchurch. However, once
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eventually being chosen, due in part to the offer of a disused flour mill by a Mr. George, who requested shares in the company and who was subsequently offered a seat on the existing board of directors. In 1933, Macfarlane left the company to pursue other business interests, leaving
Osborne as the
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Sanitarium introduced Weet-Bix™ Bites in 2012 as a bite-sized version of the popular breakfast cereal. It is a wheat-based cereal infused with fruit and honey. As of 2024, Weet-Bix Bites are available in four varieties: apricot, wild berry, honey crunch, and, most recently, coco crunch.
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Osborne proceeded at that time to the United States, establishing a
Weetabix factory in Clinton, Massachusetts. However, the venture was unsuccessful. Weetabix eventually entered the US market from Canada via Clinton, Massachusetts, the site of the original US factory.
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Osborne and
Macfarlane then exported the product to South Africa and with Shannon's financial backing, went to that country and a factory was built in Cape Town, with Osborne managing sales. This enterprise was also subsequently sold, this time to
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sole managing director. George eventually became chairman of the board. Osborne sold his shareholding to the directors in July 1936, at which time the company was renamed
Weetabix Limited.
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Osborne and
Macfarlane became the joint managing directors with Osborne controlling production and Macfarlane controlling marketing. Sites for the factory were examined, with
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237:-based Weet-Bix factory into a dedicated gluten-free manufacturing facility to produce this new product.
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The list of products can be found on the reverse of cards including those in the 1942
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similar to the
Australian series but also series with a New Zealand focus such as the
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491:"Were Kiwi kids or Aussie kids the original Weet-Bix kids? A Spinoff investigation"
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382:"Snap crackle stop: Sanitarium axing jobs as it discontinues iconic cereals"
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again, Shannon sold out to the Australasian Conference Association Limited.
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sold in Australia, New Zealand and South Africa, the product was named
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Weet-Bix is seen in Australia, New Zealand, and South Africa as an
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465:"Weet-Bix brings back iconic 'Aussie Kids' jingle in new campaign"
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grains. Earlier in 2014, the company had recommissioned their
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324:– the UK variant that is now exported to around 80 countries.
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Logo used since 2023, currently used alongside the 1985 logo.
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in 1932, as a Private Company, with the proprietor shown as
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452:"Weet-Bix Top Trademark", ABC News, 26 September 2006.
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Weet-Bix Clusters will be discontinued by June 2025.
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16:High-fiber and low sugar breakfast cereal biscuit
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353:"The Sanitarium Health & Wellbeing Company"
593:Sanitarium Health and Wellbeing Company brands
516:Catalogue and card list of Weet-Bix, 1942–2010
156:Weet-Bix was developed by Bennison Osborne in
514:Howieson, Paul & Marsden, Alice. (2013).
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72:Sanitarium Health and Wellbeing Company
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463:Wibowo, Joanita (12 September 2016).
330:– another wheat-based biscuit cereal.
318:– a list of Weet-Bix collector cards
225:In July 2014, Sanitarium introduced
152:An early Weet-Bix tin from the 1930s
95:Australia, New Zealand, South Africa
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415:, www.sanitarium.com.au, July 2014
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533:The Young Motorist's Book of Cars
518:, Elizabeth Park, South Australia
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489:Reeve, Dylan (9 February 2018).
413:Introducing Gluten Free Weet-Bix
355:, 15 May 2013, eud.adventist.org
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130:Sanitarium Health Food Company
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287:–themed "Stat Attack" cards.
278:Sanitarium started to issue
166:Seventh-day Adventist Church
120:created and manufactured in
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74:(Australia and New Zealand)
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258:Weet-Bix served with fruit
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270:Kids are Weet-Bix kids".
264:iconic national foodstuff
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229:Weet-Bix, produced from
184:Plain Weet-Bix in a bowl
19:Not to be confused with
116:is a whole-grain wheat
417:Retrieved 17 June 2015
387:The New Zealand Herald
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588:South African cuisine
371:Company No. 00267687
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221:Gluten Free Weet-Bix
583:New Zealand cuisine
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578:Australian cuisine
563:Weet-Bix Australia
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52:A bowl of Weet-Bix
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529:Advance Australia
428:"Weet-Bix™ Bites"
280:collectors' cards
158:Sydney, Australia
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250:Brand popularity
207:Northamptonshire
191:Weetabix Limited
118:breakfast cereal
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68:Produced by
62:Breakfast cereal
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316:Weet-Bix cards
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274:Weet-Bix cards
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241:Weet-Bix Bites
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203:Burton Latimer
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105:weetbix.com.au
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134:South Africa
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58:Product type
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495:The Spinoff
308:Food portal
227:gluten-free
126:New Zealand
572:Categories
340:References
285:All Blacks
162:Leichhardt
531:and 1962
469:Mumbrella
132:, and in
122:Australia
87:Australia
432:Weet-Bix
394:29 March
322:Weetabix
294:See also
196:Weetabix
114:Weet-Bix
29:Weet-Bix
21:Weetabix
535:series.
500:6 April
474:6 April
437:19 July
334:Granola
231:sorghum
144:History
128:by the
100:Website
92:Markets
84:Country
175:Bokomo
138:Bokomo
77:Bokomo
235:Perth
502:2023
476:2023
439:2024
396:2024
268:Kiwi
124:and
205:in
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136:by
574::
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404:^
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360:^
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23:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
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