ACCC greenlights Sanitarium bid for Weet-Bix rival

Australia’s consumer rights watchdog says it will not stand in the way of Sanitarium’s bid for Weet-Bix’s main rival in the breakfast cereal aisle.

Sanitarium will be allowed to buy out Weet-Bix’s arch rival Vita Brits, signalling an end to a decades-long wheat breakfast biscuit war.

The Australian Competition and Consumer Commission said on Friday it would not stand in the way of takeover, saying it won’t lessen competition because Aussies “do not typically switch between the two”.

Households have been torn between the two breakfast table staples since Uncle Toby’s rolled out Vita Brits in the mid 20th century, countering Weet-Bix’s dominance.

Vita Brits have since endured despite Sanitarium’s best efforts to make Weet-Bix synonymous with breakfast with its slogan “Aussie kids are Weet-Bix kids”.

Vita Brits have challenged Weet-Bix dominance for decades.

Weet-Bix are the dominant wheat biscuits in Australia.

The partisan split between the two cereal brands runs so deep, the ACCC has said it would not matter to consumers who owned which.

“We tested the closeness of competition between the Weet-Bix and Vita Brits products and found that consumers do not typically switch between the two,” ACCC commissioner Philip Williams said on Friday.

“This finding was consistent with the feedback we received from market inquiries.

“We found that the proposed acquisition would not be likely to substantially lessen competition.”

The ACCC’s decision gives Sanitarium the green light to move ahead with its acquisition of Vita Brits, allowing both Weet-Bix and Vita Brits to coexist under a single owner.

Weet-Bix are made from 97 per cent wholegrain wheat, two per cent less than Vita Brits.

Sanitarium produces the rival breakfast biscuit in its factories under an agreement with Uncle Toby’s global parent company, Nestle.

The ACCC says customers are loyal to their wheat biscuit of choice.

But though they look the same, are made from nearly the same amount of wholegrain wheat, and are made in the same factories, research by consumer advocacy group CHOICE has found consumers can tell their Weet-Bix from their Vita Brits.

Texture was a key distinguisher.

Sanitarium told NewsWire it “welcomed” the ACCC’s decision and pledged an “orderly transition” as it looks to proceed with its acquisition of Vita Brits.

“Sanitarium entered into an agreement with Nestle to purchase its Vita Brits brand,” it said.

“During the changeover period, Sanitarium will work closely with Nestle to ensure an orderly transition of the Vita Brits listings for our retail partners and loyal Vita Brits consumers.

“Our team is passionate to ensure that lovers of Vita Brits will continue to enjoy the same great taste and texture unique to the Vita Brits recipe and manufacturing process.

“Vita Brits will continue to be manufactured in Australia.”

Originally published as ACCC greenlights Sanitarium bid for Weet-Bix rival