Kiwis vote Sanitarium as their most trusted breakfast brand

New Zealanders have once again declared Sanitarium Health Food Company their Most Trusted Breakfast Food Brand in Aoteroa, marking a humbling 15th consecutive win in the Reader's Digest’s Annual Trusted Brands Awards

Michael Barton, General Manager Sanitarium New Zealand, expressed gratitude for the continued trust consumers and communities place in the company.

“We’re absolutely delighted to be recognised as New Zealand’s Most Trusted Breakfast brand for 15 years running! It’s an honour to be serving healthy, nutritious breakfasts to families across Aotearoa, and we thank our consumers for starting their day with Sanitarium.”​

“The Readers Digest Annual Trusted Brands Awards celebrates the brands New Zealanders trust most, and to be included in this list shows our brand and products continue to be highly regarded amongst our Kiwi consumers in terms of quality, cost and desirability. We strive hard to make products that consumers can rely on and seek to have in their shopping trolleys and pantries,” he added.

Since 1901, Sanitarium has been committed to creating nutritious foods and beverages for all New Zealanders. Weet-Bix, Sanitarium’s iconic wholegrain cereal, has been a staple in Kiwi households for generations, offering a healthy start to the day along with Sanitarium’s other popular breakfast brands including UP&GO liquid breakfasts, Marmite spreads and So Good plant milks.

“We know that trust sits at the heart of consumer decisions about a product or service and so the accolade of ‘most trusted’ is a testament to the strong connection Kiwis have with our brand and what we stand for. Whether it's starting the day with Weet-Bix or choosing So Good for taste preference or a plant-based alternative, we are proud to be part of our consumers' daily routines and to have them know that we’re producing products with their health and nutrition in focus. We extend our heartfelt thanks to our loyal customers for their continued support and trust,” said Jessica Manihera, Sanitarium’s Head of Marketing & Communications, New Zealand & Australia.

Building trust further, Sanitarium also supports the whole person health of families through its free Wholicious Living and Recipe of the Week e-newsletters, which are packed full of recipes, health and nutrition advice and information from Sanitarium’s in-house team of Accredited Practising Dietitians. To sign up, visit https://www.sanitarium.com/au/health-nutrition/nutrition/wholicious-living

The 2025 Readers Digest Trusted Brands survey was independently conducted by leading research company Catalyst Research. It invited a sample of Kiwi adults to rate the brands they trust the most.

 “They make a variety of tasty and good quality products and give back to the community,” shared one respondent from Wellington.

Beyond providing nutritious products, Sanitarium is dedicated to supporting community initiatives, proudly supporting the nationwide KickStart Breakfast programme in schools, with partners Fonterra and the Ministry of Social Development. Sanitarium partners with the New Zealand Food Network, aiming to improve food security across the country with about 2.4 million serves donated annually. Additionally, the Sanitarium Weet-Bix Kids TRYathlon has inspired generations of Kiwi kids to get active and embrace a healthy lifestyle, with over half a million kids having completed the Weet-Bix KidsTRY this year.

About the Readers Digest Trusted Brands survey methodology The Reader’s Digest Trusted Brands survey is not a reader’s poll. It is an independent survey, commissioned by leading research agency Catalyst. A cross-section of nearly 1700 New Zealanders have been surveyed to reflect the demographics of the general population with each respondent completing a questionnaire to identify the brands they trust the most. Year after year, the Reader’s Digest Trusted Brands survey finds recurring themes and attributes among its category winners – consistency, reliability and value for money. For more information visit: www.trustedbrands.co.nz