Responsible marketing to children

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.

Adopting healthy eating habits early in life is key to lifelong health, and through education and responsible advertising practices, Sanitarium supports parents to make informed choices about their children’s diets so that they can fuel them to achieve their full potential.

Sanitarium was one of the first signatories to the Responsible Children’s Marketing Initiative led by the Australian Food and Grocery Council. These guidelines influenced all our media buying decisions in the past. We have reported full compliance to this previous initiative, and we will continue to uphold industry best practice standards by complying with the AANA Food and Beverages Advertising Code and also the Children’s Advertising Code introduced in December 2023.

In promoting our products, we choose to partner with value-aligned organisations and individuals. We continue to invest in inspiring Australian children to lead a healthy lifestyle through long-standing sponsorships of Australian sport and through ambassadors.

Most importantly our foods are developed to meet a high standard of evidence-based nutrition and we are guided by our Food for Life Nutrition Framework. Australia’s iconic breakfast cereal, Weet-Bixhas a 5 Health Star Rating (HSR) and it is consistently voted as Australia’s most trusted breakfast food. It’s a reputation we are grateful to hold and will always strive to protect.

Last upated January 2023