Weet-Bix, Fiji Rugby Union Seals Deal
The Fiji Rugby Union and Sanitarium Weet-Bix authorised dealer, CJ Patel (Pacific) PTE Limited, launched their three-year partnership last night.
CJ Patel (Pacific) PTE Ltd Group general manager sales & distribution Pranil Singh said this further extended a long-term partnership that both organisations have had by making Weet-Bix the official Breakfast of the Fijian 7s team.
The event also involved 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 Limited Edition Packaging under the Weet-Bix brand,” Singh said.
“This new packaging will be in the market for the next three 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 per cent wholegrain wheat biscuits found in Weet-Bix.”
Singh said Sanitarium- Weet-Bix, in partnership with the Ministry of Education and the Fiji Government, has delivered more than 30 million meals to Year 1 students across Fiji since 2015.
“Under the Milk for School programme 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 development manager Koli Sewabu said they’ve come on board to support healthy living and to help reduce the percentage of Non Communicable Diseases (NCDs) in the country.
“With the 7s series only lasting 6 months, this Weet-bix 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 don 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 heroes and start your day with a healthy Weet-Bix breakfast,” said Sewabu.
The former Flying Fijians No.8 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 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 such as 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 7s Weet-Bix packets to support Fiji Rugby,” Prasad added.
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