Aussie Breakfast Favourite Relaunches as 'Nutri-Brex' in China
AustCham Shanghai member Sanitarium, producer of favourite Aussie breakfast cereal Weet-Bix, is undergoing a significant market push and rebrand of their China business. Weet-Bix will now be known in China as Nutri-Brex, the same name used in Britain, to differentiate from its China-made competitor Weet-a-Bix.
Sanitarium is focusing on increasing exports to China and have appointed Taiwanese-Chinese star Alyssia Chia as their brand ambassador, after Weet-Bix's appearance on popular Chinese soap opera Ode to Joy in May this year saw soaring sales for the company. Chinese consumers' increasing demand for Western breakfast options led to a 50% sales increase for Sanitarium last financial year, with similar results predicted for 2016/17.
Nutri-Brex will be available in 1,500 physical stores and multiple e-commerce platforms from mid-November.
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