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October 20, 2016

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Aussie cereal changes name

AUSTRALIA’S most loved breakfast cereal “Weet-Bix” will soon be known as “Nutri-Brex” to its China-based consumers by mid-November in hopes of enticing more consumers toward the iconic Aussie brand.

A spokesperson for Sanitarium Health & Wellbeing, an Australian-owned health food company which owns the cereal brand, said yesterday that the name change was necessary to help Chinese consumers differentiate between an existing China-based cereal brand that had the same name sounding as “Weet-Bix” in the country.

“We want to build a strong and distinctive brand for our Chinese consumers and that can be done by recognizing our brand better,” the spokesperson said, in reference to the name change.

While the size of the Chinese breakfast cereal market is difficult to quantify, Sanitarium said its 2015/16 financial figures for its breakfast cereal sales rose by about 50 percent, and conservatively forecast similar growth in the next financial period.

At present, current data by Sanitarium suggest that about 15 percent of Chinese households buy breakfast cereal regularly compared with 90 percent in Australia.

However, the trend in China for Western-style breakfast cereals is growing from international brands with a strong focus on health and food safety.

This discovery was what led Sanitarium to recently open an office in Shanghai after exporting the cereal to China for the last eight years.


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