Weet-Bix Goes Gluten Free

Nothing says “good morning” like waking up to a bowl of Weet-Bix. But if you’ve been avoiding gluten and haven’t had Weet-Bix in a while, we’d like to say welcome back. Because Weet-Bix, New Zealand’s number one breakfast cereal, is now available in gluten free.

Answering the growing demand to provide a gluten free option for Kiwis was a top priority for Sanitarium, who are proud to announce Gluten Free Weet-Bix will be available on supermarket shelves across New Zealand from Monday 20th of October.

Sanitarium Nutrition Manager Cherry Barker says “The number of Kiwis now following a gluten free diet is increasing and with them in mind we recreated the all-time favourite (Weet-Bix) using sorghum, a naturally gluten free and great tasting ancient grain.

“Research shows that wholegrains are an important part of the diet, providing fibre, folate and B Vitamins.  Gluten Free Weet-Bix is great way for consumers to start their day. We wanted to help Kiwis following a gluten free, or reduced gluten diet, get back to enjoying a great tasting wholegrain breakfast. Gluten Free Weet-Bix is 96% wholegrain, low in sugar, a good source of iron and high in vitamins B1, B2 and B3 as well as being a source of dietary fibre.”

With wholegrains being an important part of a balanced diet and lifestyle, it’s great that Gluten Free Weet-Bix tastes so similar to the original, making it a great choice for the whole family or those who simply want to try something new.

Pierre van Heerden, General Manager Sanitarium says: “New Zealanders have enjoyed Weet-Bix for over 80 years, and have counted on us to provide quality nutrition for themselves and their families. We understand the needs and dietary requirements of our consumers and are proud to be introducing Gluten Free Weet-Bix to our Weet-Bix range of products, so everyone can enjoy New Zealand’s number one breakfast cereal.”

Sanitarium is committed to ensuring there is no risk of gluten contamination in the manufacturing of Gluten Free Weet-Bix, dedicating an entire factory to its production, with a rigorous allergen-management process in place.

So – no matter how you eat yours, whether topped with kiwifruit and strawberries, covered in hot milk or whizzed into a smoothie – New Zealand’s number one breakfast cereal can now be enjoyed gluten free.

Gluten Free Weet-Bix is available in PAK’nSAVE and New World next to Weet-Bix in the cereal aisle and in Countdown in the “Free-From” aisle from Monday 20 October 2014.