Australian cereal maker Sanitarium has taken its flagship brand Weet-Bix into breakfast biscuits.
The company has launched Weet-Bix Go biscuits, initially in Coles stores. It said the products would be available nationwide from 31 August.
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"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, Sanitarium's general manager for marketing, said. "Weet-Bix Go is a convenient option when time gets away and you don’t have time for a sit down breakfast."
Like other Australian food manufacturers that have recently launched products, Sanitarium provided the number of stars the biscuits receive under the country's Health Stars nutrition labelling scheme. Sanitarium said the lines qualify for three to three-and-a-half stars across the range.
The biscuits come in four flavours including honey and oat crunch; and apple cinnamon twist. They have an RRP of A$4.49 (US$3.44) for a multi-pack of five individual serves.
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