Weet‐Bix Cholesterol Lowering

Weet‐Bix Cholesterol Lowering has been recognised as an ABA100 Winner for Product Innovation in The Australian Brand Awards 2018. The Australian Brand Award for Product Innovation [PIA] recognises innovative consumer products offering a point of difference from their competitors.

Sanitarium started making healthy, nutritious foods for Australians more than 110 years ago and today remains 100% Australian owned. Sanitarium’s mission is to share with the community a message of health and hope for a better life. To improve the health and wellbeing of all Australians, Sanitarium created nutritious breakfast cereals, including the iconic Weet‐Bix™; led the development of soy milks with its So Good™ products; created the liquid breakfast category when it launched UP&GO™; and supported the growing interest in vegetarian eating with its Vegie Delights™ range of meals and ingredients.

Weet‐Bix™ Cholesterol Lowering takes Australia’s No. 1 breakfast cereal and adds the functional benefit of cholesterol‐lowering plant sterols. Weet‐Bix™ Cholesterol Lowering is the only cereal product on the market to contain 2 grams of plant sterols in 1 serve, making it an ideal choice for people wanting to reduce their cholesterol.

A number of large, long‐term studies clearly show the important role that elevated cholesterol plays in heart health. Lowering cholesterol is recognised by leading health authorities as an important contributor to improving heart health. The most effective cholesterol lowering dietary strategies are replacing saturated and trans fats with unsaturated fats and daily intake of plant sterols, as part of a healthy diet. These two strategies account for the majority of cholesterol lowering effects that can be achieved through dietary intervention. A daily intake of 2 grams of plant sterols from plant sterol enriched foods, as part of a healthy diet and lifestyle, has been proven to lower LDL (or ‘bad’) cholesterol by up to 9%.

The cholesterol lowering benefits of plant sterols are additive to statins therapy, so the Heart Foundation also recommends that people taking statins can benefit from eating plant sterol enriched foods in addition to statin therapy. Weet‐Bix™ Cholesterol Lowering is an effective, easy, and enjoyable way to increase intake of plant sterols.

The launch of Weet‐Bix™ Cholesterol Lowering into grocery in September 2017 serves to maintain the brand’s position as Australia’s leading breakfast cereal, and reinforces Sanitarium’s commitment to supporting good health through good nutrition.

For more information on Sanitarium Health & Wellbeing go to sanitarium.com.au

The Australian Brand Awards are an annual comprehensive awards program which recognises the most innovative consumer brands via a set of established award categories. The Australian Brand Awards are open to all domestic and international consumer products available in the Australian marketplace.

The Australian Brand Awards are the national chapter of an integrated innovation initiative conducted on a national and international level. The Australian Brand Award recipients will participate in the international chapter of the program at the World Brand Awards whereby participants are provided with the unique opportunity to benchmark themselves against the top performers globally.

The process culminates in the selection of the most innovative consumer products being recognised both nationally and internationally. The award recipients are recognised as the elite of their industry earning a place amongst a distinguished group by having their achievements acknowledged and celebrated.

Entry is open to all domestic and international consumer products available in the Australian marketplace. Products can include but are not limited to goods, services, devices, equipment, programs and activities from any of the following main product types: Electronics & Communications, Home & Garden, Beauty & Wellness, Fashion & Lifestyle, Food & Beverage, Sports & Fitness, Entertainment & Recreation, Travel & Leisure, Baby & Children’s products.

Products must be commercially available on the Australian market and comply with all applicable Australian standards and regulatory requirements prior to entry. Prototypes or products still undergoing trials are ineligible to enter.

The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.

The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Entrant organisations are required to demonstrate their achievements across the key areas of research and development, product innovation, user experience, product features and benefits.

The program provides a notable opportunity for high-performing companies that produce world-class consumer products to be acknowledged and celebrated for their achievements both nationally and internationally.

Conducted annually, the awards seek to recognise the world’s most innovative consumer brands and to review their business performance through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.

The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige.

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