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.

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. Sanitarium is committed to upholding the standards set out in the Code and to date, we have not been the subject of any complaints under 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 relationships with the All Blacks and Black Ferns as well as our promotion of the Sanitarium Weet-Bix Kids TRYathlon.

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. 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.