Weet-Bix has expanded its ‘grab-and-go’ range with a new product, Weet-Bix GO.

Weet-Bix GO is a biscuit made using Weet-Bix and is designed to be eaten for breakfast. It will be joining a range of similar breakfast biscuits already available in Australian supermarkets.

Sanitarium already has a presence in the grab-and-go market with its Up and Go packaged shakes. The company also uses Weet-Bix in the advertising for the shakes, claiming they have the fibre, energy and protein of two Weet-Bix and milk.

The new offer from Sanitarium comes packaged in individual servings and is being heavily marketed as a Weet-Bix alternative for those who do not have time to sit down with a bowl of the cereal.

Sanitarium makes a number of nutritional claims about the biscuits stating they are very high in whole grains and that the biscuits are a source of fibre. The product has been given a 3 and a half star rating under the government’s Health Star rating system.

“The research shows that there are a lot of people skipping breakfast in the morning,” said Daniel Derrick, General Manager of Marketing at Sanitarium Health and Wellbeing.

The company cites a recent Newspoll survey as evidence that eating a breakfast is a wavering habit in Australia. Newspoll found that if given more time in the morning, only 8 per cent of Australians would dedicate it to eating a bigger breakfast. Most people instead would choose to sleep longer or spend extra time in physical exercise.

The new product is available in supermarkets and comes in a number of different flavours including Wild Berry Burst, Honey & Oat Crunch, Apple Cinnamon Twist and Apricot Coconut.

Weet-Bix Go is now available in Australian supermarkets and has a recommended retail price of $4.49 for a pack on five individually wrapped serves.

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