Weet-Bix 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".
Cards
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.
Packaging
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 the rest of the year has a pack that refers to the upcoming series of the "Weet-Bix Kids TRYathlon".
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.
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").
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.
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.
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 revert to the All Blacks theme with a new set of cards and a promotion running from 1 July to 30 October. The cardboard seems to be thinner, like the Australian packs. There are at least two different pack designs. The front panel has the "10.000+ INSTANT WIN RIZES TO BE WON ..." box on different sides and cartoons of three different All Blacks. The left-hand panels have different groups of five All Blacks saying how they eat their Weet-Bix.