Genuine care for the health and wellbeing of every one is core to our business and Sanitarium’s guiding philosophy. Responsible marketing to children is fundamental to this philosophy and underpins our promotion of healthy food choices.
Sanitarium is a part of the Food Industry Taskforce which was established in June 2018 at the request of the Minister of Health and Minister of Food Safety. The Taskforce is considering voluntary industry actions in five key areas. One area is food and beverage marketing, with many of the recommended actions designed to protect the health and wellbeing of children and young people.
In New Zealand the Advertising Standards Authority’s Children and Young People’s Advertising Code applies to all advertisements that target children or young people, regardless of the media where these advertisements are placed. To date, we have not been the subject of any complaints to the code.
In promoting our products, we choose to partner with values-aligned organisations and individuals. We continue to invest in inspiring New Zealand children to lead a healthy lifestyle through our long relationship with the All Blacks. Our promotion of the Sanitarium Weet-Bix Kids TRYathlon is often used as a best practice model for responsible marketing to children.
Most importantly our foods are developed to meet a high standard of evidence-based nutrition. New Zealand’s iconic breakfast cereal, Weet-Bix, has a 5 Health Star Rating (HSR) and Sanitarium is consistently voted as New Zealand’s most trusted breakfast food brand. It’s a reputation we are grateful to hold and will always strive to protect.