Australian cereal Weet-Bix rebrands to Nutri-Brex in China. (Photo : Getty Images)
Following the sales growth of Weet-Bix in China after it was featured on a popular Chinese soap opera Ode to Joy, the Australian company Sanitarium has announced that it will increase its cereal exports to China under a new name Nutri-Brex.
The almost century-old cereal has been a common breakfast for generations of Australians and New Zealanders, and the growing trend in China to switch to Western-style breakfast has stirred Sanitarium to bring Weet-Bix there.
The rebranding to Nutri-Brex, which is also the same name Sanitarium used for its exports to Britain, was essential to differentiate the Australian brand from Weet-a-Bix, a Chinese brand by the company Bright Foods.
The export of Weet-Bix in China started eight years ago, but the sales significantly ascended after it was seen on an episode of Ode to Joy in May of this year. Sanitarium said that its exports to China has increased from one to six containers a month.
Some Chinese consumers even paid $50 per box at some stores and an even higher $55 from online shops. But with the export supplies, Sanitarium said that the price will be more reasonable at around $8 to $12, and the cereal will be available at 1500 retail stores.
Although the name is different, everything else in Nutri-Brex is the same as that in Weet-Bix. According to Todd Saunders, general manager of Sanitarium, they are both made in the same factories with the same ingredients and the same 90-year-old recipe the company has been using.
Taiwanese-Chinese TV star Alyssa Chia was chosen by Sanitarium as its product ambassador. Considering her 17 million social media followers, Sanitarium sees Chia to be a great help in pushing the sales even further in China.
On another news, this expansion in China has brought up an old issue of whether Weet-Bix was started in Australia or in New Zealand.
