FRU, Weet-Bix deal to benefit communities

Sanitarium Weet-Bix officially unveiled its refreshed packaging during a launch event at the CJ Patel headquarters in Lami on Thursday.

This reaffirmed its longstanding partnership with Fiji Rugby Union (FRU) and its commitment to supporting the next generation of athletes across the country.

The launch brought together representatives from the Fiji men’s and women’s teams, FRU commercial team and CJ Patel family to celebrate what company officials described as an important milestone for one of Fiji’s most recognised breakfast brands.

Speaking at the event, CJ Patel Group marketing manager, Monisha Prasad, said the refreshed packaging reflected more than just a new visual identity for Weet-Bix; it symbolised the brand’s deep connection with Fiji’s communities, rugby culture, and future generations.

“For the past 19 years, CJ Patel has proudly distributed Sanitarium Weet-Bix across Fiji,” she said.

“Along this journey, Weet-Bix has become more than just a breakfast meal; it has become part of the everyday lives of Fijian families. From school mornings to rugby training sessions, from homes in the cities to villages across the country, Weet-Bix has been a trusted source of nourishment and energy for generations.”

Prasad highlighted the strong relationship between rugby and the Weet-Bix brand in the country, noting that over the past four years, Sanitarium Weet-Bix has proudly partnered with FRU as the Official Breakfast Sponsor of the Flying Fijians and Fijiana teams.

“Together, we have celebrated victories, supported our athletes through challenges, and invested in the future of rugby in Fiji,” she said.

She added that the company’s commitment extended beyond elite rugby, with continued support for grassroots initiatives and school competitions, including the Weet-Bix Raluve Championship.

“We believe the future stars of Fiji rugby are being shaped right now in schools, villages, and communities across the nation.”

Prasad said the new packaging was inspired by the connection between rugby, nutrition, and community spirit, and paid tribute to the values that resonate strongly with Fijians.

“By featuring our rugby heroes on pack, we celebrate teamwork, pride, determination, and community spirit — values that matter deeply to the people of Fiji,” she said.

She noted that the updated packaging also recognised the impact of the Raluve Championship, which now reaches more than 3100 players annually, with participation from over 75 schools nationwide.

“This is a true spirit of victory for women’s rugby in Fiji,” she said.

FRU chairman John Sanday also acknowledged the significant role CJ Patel and Sanitarium Weet-Bix continue to play in the development of rugby in