Australian Breakfast cereal maker Sanitarium is experiencing a spike in sales after a well-timed product placement on a popular Chinese TV show. It is the latest in a growing number of Aussie companies trying to ride a wave of demand in China – for clean, green food products. When an actress on the popular Chinese soap Ode To Joy grabbed a box of Weet-Bix, the effect on the Australian cereal maker seemed almost instant…Full Article: Nov 2016

Key Points

  • In China, Weet-Bix is sold as Nutra-Bex. According to the Executive General Manager of Sanitarium, demand/sales of Weet-Bix (aka Nutra-Bex) increased 50% as a result of the product placement on Chinese television.
  • Approximately 15% of the Chinese population consume breakfast cereal.

ChinaAg Comments

  • In April 2014, it was reported that South Korean beer exports to China over the past year. According to a South Korean ministry official, Chinese imports increased due to home delivered fried chicken and beer sets that were popularized by a widely viewed Korean soap opera [“My Love From The Stars”].
  • Founded in 1898 and headquartered in Melbourne, Australia, Sanitarium Health and Wellbeing Companyproduces breakfast cereals, breakfast beverages, snacks, spreads, non-dairy milk (i.e. soybean, coconut, and almond milk), and ice cream.

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