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Weet-Bix

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Weet-BixTM is a popular breakfast food in New Zealand. Made by the Sanitarium Health Food Company, it is 97% wholegrain wheat and is "the official breakfast of the All Blacks".

CardsEdit

In recent years, some packs of Weet-Bix have contained cards with pictures of All Blacks, arranged as game cards. See the Weet-Bix cards page.

PackagingEdit

For decades, Weet-Bix has come in a number of sizes. 1-kg (66 bix), 750-g (48 bix), and a smaller one. A 1.2-kg pack with 72 bix appeared around May 2015.

Box designs have changed over the years. In recent years, typically there are several months in the middle of each year when the All Blacks feature, while much of the rest of the year has a pack that refers to the upcoming series of the "Weet-Bix Kids TRYathlon".

2011Edit

In the middle part of 2011, lasting till about October, packs featured the All Blacks (who eventually won the Rugby World Cup again) and contained appropriate cards.

2011-12Edit

After a brief spell of old standard packaging after the rugby finished, a new design referred to the 20th anniversary TRYathlon series, carried notice of a car-winning promotion running from 9.00 am 14 November 2011 to 5.00 pm 4 April 2012 (with entries "accepted via internet only"), and had unique 8-character codes once again stamped inside a top flap (the one you "lift gently" to open after you "slip thumbs under tab").

2013-14Edit

Around October 2013, packs started promoting the 2013/2014 TRYathlon. This time, no codes on the boxtops and no sign of non-athletic contests.

Near the end of 2013 (e.g. packs best before "27 NOV 2014"), the Tryathlon's prominence was greatly reduced as the new online Bix game was boldly promoted on front and back panels.

2014Edit

By around March 2014, all mention of the Tryathlon had disappeared, as an end panel promoted the new "Weet-Bix Bites": "TRY NeW!" followed by a picture of the Bites pack.

Around July 2014, with the BIX promotion ended on 20 July, packs reverted to the All Blacks theme with a new set of cards and a promotion running from 1 July to 30 October. The cardboard seemed to be thinner, like the Australian packs. There were at least two different pack designs, featuring groups of All Blacks. The front panel had the "10,000+ INSTANT WIN PRIZES TO BE WON ..." box in different positions, one on the left, one on the right, and cartoons of three different All Blacks. The left-hand panels had largely different groups of five All Blacks saying how they eat their Weet-Bix.

By the end of September, supermarkets were displaying more generic packs (e.g. "BEST BEFORE 04 SEP 2015"), with no cards and only brief mentions of the All Blacks in two panes but half of the back face devoted to:

  • a non-specific article about the Tryathlon on the 1-kg pack
  • a panel about the KickStart Breakfast charity (supported by Weet-Bix, Fonterra, and the Government, in over 550 schools) on the 750-g pack

Those were short-lived. Before the end of October, supermarkets were selling garish packs making much of the forthcoming Tryathlon (supported by ASB and Toyota) and containing under-flap codes for entry into an online competition running from October 2014 to March 2015.

From March 2015Edit

New packs appear with the "Better Brekkie" theme, part of a promotion assisted by a TV chef of Dutch origin.

From 4 May to 7 June, as announced on stickers on some packs, a household could receive up to three free soccer, netball, or rugby balls by purchasing between six and eighteen Sanitarium cereal packs and submitting a claim form with receipts.

Around May or June, a 1.2-kg pack appeared, with the main distinctive feature being the black background in place of the traditional blue; an action shot of three All Blacks holding or passing balls dominated the front panel. Unsurprisingly, the packs contained four or six of the 2015 set of Weet-Bix cards and drew attention to the prize competition (running from 29 June to 6 September), this time with $100,000 worth of prizes on offer. You can also "create your own All Blacks card" or access "your own virtual album" "to track the cards you've collected and those to keep looking out for". The inner plastic liner could be blank, as on the Australian packs, or could have a new design with the familiar slanting Weet-Bix name plus the words "HOW MANY DO YOU DO?"; on the face of the bag that contains a seam, the design is single columns, but on the opposite face it's more of a mosaic.

Around July or August (e.g. "BEST BEFORE 26 Jul 2016") variations on the black pack appeared, with cards continuing (because they remain valid for minor prizes until November). The front panel replaced the bold "Weet-Bix be in to win $100,000 worth of prizes" with two different designs: Kia-Kaha with Weet-Bix" and "One-Team with Weet-Bix", each showing a different trio of All Blacks smiling with their arms folded; the back panel and one end panel were also different. Rugby World Cup fever! (Are we allowed to say "Rugby World Cup" on this wiki?)

In October the All Blacks did the expected thing and won the Rugby World Cup for a record third time. Soon the Weet-Bix packs reverted to the non-sporting "Better Brekkie" theme.

By November or December, packs started featuring the next TRYathlon, with at least two different designs but all with some training tips from world champion Valerie Adams. The left-hand side of the box featured panels for the platinum sponsors, including Bike Barn, whose panel was a voucher for 50% off the normal RRP for a "kid's bike with a free water bottle".

Autumn 2016Edit

Towards the end of the Tryathlon series, packs once again feature the Better Breckie theme. An end panel advertises the new Weet-Bix Go products - "with the energy and fibre of two Weet-Bix and milk".

Shortly after, the Go panel changed to a panel featuring grain boosters for sports day - suggested additions were sliced almonds, pumpkin seeds, kiwifruit, and berries (fresh or frozen).

2016 All Blacks packsEdit

Around August, black packs started appearing. containing selected Weet-Bix cards. Pack fronts showed "WORLD CHAMPIONS 1987|2011|2015" with the backs of six players, illustrative cards, and a note about how many cards were within. Backs illustrated five cards and listed the whole of the 24 chosen squad. An end panel showed three players and repeated the "Breakfast of Champions" slogan.

2016-2017 TRYathlonEdit

Around November 2016, All Blacks packs were replaced by packs advertising the next TRYathlon. Each pack featured a child who had participated in 2015-16. Each child had a photo on front and back. Wrapping around from the front to the side panel area of the Nutrition Service was a big appetising "serving suggestion", not the same for each child. The right-hand side panel featured five sponsors: ASB, Toyota, Haier, Bikebarn, and Warehouse Stationery.

The back of the pack showed the child's name and area, with an arrow pointing to the area on the map that showed the proposed dates for the current series of events, plus "My BIG training tip", "I love a challenge", and "My favourite way to eat Weet-Bix is...".

Katie, 8 yrs old, Christchurch, trained with a friend (running) and had swimming lessons, her challenge was learning spelling, and she normally had her Weet-Bix "with peaches on the top because my dad eats all the plums". The accompanying big-picture "serving suggestion" showed kiwifruit, raspberries, blueberries and possibly slivered almonds and sunflower seeds, but no peaches; however, there are peach slices - though not on top - in the small picture above the map.

Jude, 9 yrs old, Bombay, Auckland, recommends that you set achievable training goals and get a good night's sleep before the contest. His challenge was the 2016 TRYathlon itself. He eats Weet-Bix with "lots of kiwifruit". The accompanying big-picture "serving suggestion" shows strawberries, banana, and small nuts or grains but no kiwifruit; however, there seems to be kiwifruit in the small picture above the map.

Alissa, 11 yrs old, Feilding, suggests that your sports gear have something bright on it for easy recognition. Her successful challenge was an abseiling task at a camp. She prefers Weet-Bix with fresh fruit and in winter has it hot; banana slices and boysenberries seem to feature in the small picture. Te accompanying big picture seems to be very like Jude's.

Jaden, 12 years old, Browns Bay, Auckland, urges new competitors to check out the course before the event (and do some training - and have fun). His successful challenge involved five TRYathlons (with mid-season spinal surgery!); he used an adapted bike to compete. He likes two Weet-Bix with milk and berries. The small picture suggests raspberries but also shows nuts or seeds. The accompanying big picture is the same as Katie's.


Autumn 2017Edit

After most of the summer TRYathlons were over, packs reverted to the Better Brekkie theme, with at least two slightly different designs (as in previous years). Each right-hand panel has a "grain boosters for ..." suggestion, listing some Weet-Bix ingredients and other foods that can be usefully added. Each combination is illustrated with two different pictures, one on the front, one on the side below the distinguishing text.

  • One "for study day" mentions iron and thiamin and suggests adding sunflower seeds, strawberries, and banana. The front picture is the same as the one used with Alissa and Jude on the 2016-17 TRYathlon packs except that Jude's picture had some of the milk splashes cut off! The same cutoff occurred with Valerie's training tips earlier.
  • One "for sports day" mentions iron and niacin and suggests adding sliced almonds, pumpkin seeds, kiwifruit, and berries (illustrating with blueberries and raspberries) - the front picture is the same as the one used with Jaden and Katie on the TRYathlon packs.

Australian-made Weet-BixEdit

Following the Christchurch earthquakes, some Weet-Bix sold in New Zealand has been made in Australia. The boxes appear identical apart from saying "MADE IN AUSTRALIA" and not having the "BUY N.Z. MADE" logo, but the cardboard is thinner, making the closing of the top less neat, and the inner bag has no logo and is poorly assembled, often spilling a few flakes into the bottom of the box.

Regrettably (from a marketing viewpoint), one television consumer-oriented documentary was looking for NZ-made products and the presenter happened to pick an Aussie pack of Weet-Bix and comment on its origin!

External linksEdit

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