Sanitarium Weet-Bix officially unveiled its refreshed packaging during a launch event held at the CJ Patel head office in Lami, reaffirming its longstanding partnership with Fiji Rugby and its commitment to supporting the next generation of athletes across the country.
The launch brought together representatives from the Fiji mens and Fijiana 7s team , 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, Group Marketing Manager for CJ Patel, 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,” Ms Prasad 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.”
Ms Prasad highlighted the strong relationship between rugby and the Weet-Bix brand in Fiji, noting that over the past four years, Sanitarium Weet-Bix has proudly partnered with the Fiji Rugby Union 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,” she said.
Ms 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 3,100 players annually, with participation from over 75 schools nationwide.
“This is a true spirit of victory for women’s rugby in Fiji,” she said.
Ms Prasad also acknowledged Sanitarium’s broader health initiatives across the Pacific, including the 10,000 Toes campaign, which supports early detection and prevention of diabetes and other chronic diseases through community health assessments.
She thanked the Fiji Rugby Union for its ongoing partnership and support, saying both organisations shared a common vision of empowering communities, supporting athletes, and inspiring the next generation.
“We are proud of this new Weet-Bix pack and excited for everyone across the country to experience it,” she said.
“Because whether it’s breakfast or game day, it’s Weet-Bix and rugby that bring Fijians together.”
Fiji Rugby Union Chairman John Sanday also acknowledged the significant role CJ Patel and Sanitarium Weet-Bix continue to play in the development of rugby in Fiji, particularly at the grassroots level.
“On behalf of Fiji Rugby, I wish to express our sincere and profound gratitude to CJ Patel and Sanitarium Weet-Bix for their support and partnership,” Mr Sanday said.
“This relationship goes far beyond traditional sponsorship — it is a genuine investment in the future of rugby and the development of our nation’s sporting talent.”
Mr Sanday highlighted the impact of Sanitarium Weet-Bix’s support for grassroots rugby initiatives, especially the Weet-Bix Raluve competition, which has helped strengthen pathways for female athletes throughout Fiji.
“Through their steadfast backing of grassroots rugby, Sanitarium has created opportunities for young girls across the country to pursue rugby with confidence, purpose and ambition,” he said.
He also praised the involvement of national rugby stars from the Fiji women’s national rugby sevens team, the Flying Fijians, and the Fiji men’s national rugby sevens team, who now serve as ambassadors for the Weet-Bix brand.
“Their presence serves as a powerful inspiration to young Fijians, encouraging them to dream boldly, live healthily and strive for excellence,” he said.
As the official breakfast partner of Fiji Rugby, Weet-Bix has become closely associated with energy, discipline and aspiration, with players actively engaging in school visits, village programs and community outreach initiatives that promote the importance of good nutrition for both sporting performance and academic success.
“By strengthening the connection between schoolgirls rugby and our national teams, Sanitarium Weet-Bix is not only supporting today’s athletes but also helping to secure the future of rugby in Fiji,” Mr Sanday added.
“We thank them for their shared vision, enduring commitment and belief in the power of sport to transform lives.”