Fiji Rugby Union (FRU) and Sanitarium – Weet-Bix authorized dealer, C J Patel (Pacific) PTE Limited launched their 3-year partnership on 20th of March 2019. This further extends a longterm partnership that both organizations have had by making Weet-Bix the official Breakfast of the Fijian 7s team. The event also saw the launch of a limited-edition Fijian 7s Weet-Bix packaging. Fiji is the only country outside of Australia and New Zealand to have a LimitedEdition Packaging under the Weet-Bix brand. This new Packaging will be in the market for the next 3 years and will be released from mid-April 2019 in all stores Fiji Wide.
Weet-Bix over the past years has successfully grown the breakfast cereal category to what it is today and in doing so, have coined the national campaign, FIJI KIDS ARE WEET-BIX KIDS, that encourages every child in Fiji to start their day with a healthy and nutritional breakfast of 97% wholegrain wheat biscuits found in WEET-BIX.
Sanitarium – Weet-Bix in partnership with the Ministry of Education and the Fiji Government has delivered over 30 million meals to Year 1 students across Fiji since 2015. Under the Milk for School program initiative, every Year 1 student, every day across the country gets a 250ml of Rewa Life and 2 Weet-Bix to start their day. What a wonderful beginning for the young minds developing to be the future leaders!
“FRU is on board to support healthy living and to help decrease NCD percentage of the country. With the 7s series only lasting 6 months, this Weetbix 7s packaging gives our young athletes to be superstars and idols in every Fijian home at every breakfast. Every Fijian kid grows up with the dream to dawn the Fijian jersey as they play through the sands with a coconut in hand and with Weet-Bix, we feel this is a perfect brand association to drive healthy living, sportsmanship and aspiration to become an icon one day. It’s not easy what they do or to get where they are, but it all starts with good nutrition. Be like your Sevens hero’s and start your day with a healthy Weet-Bix breakfast”, said Koli Sewabu FRU National Development Manager
Mr. Koli also said that this launch and partnership will further develop the sport of Rugby and most importantly promote a healthy eating lifestyle from an early age. CJ Patel’s Group Marketing Manager Mr. Ashwin Prasad said this launch was the result of many months of negotiations with Sanitarium who had the collective objective of bringing to Fiji a product that was synonymous with big sporting franchise’s like the New Zealand All Blacks and the Australian Cricket Team. These Teams have over the years built up a strong presence in healthy breakfast menus in both countries.
So, look for your Fijian 7’s Weet-Bix packets to support Fiji Rugby.