Iconic Breakfast Shakeup: Sanitarium Phasing Out Honey Puffs Among Other Beloved Kiwi Cereals

• Sanitarium plans to discontinue several cereal lines by June 2025, including Honey Puffs, Muesli, Granola, and Weet-Bix Clusters, affecting 49 jobs across various departments.
• The decision aligns with changing breakfast market trends and consumer demands, focusing on core products like Weet-Bix and UP&GO.
• The company commits to supporting affected employees with full entitlements, counselling, and career transition advice.

Sanitarium is planning to stop making several of its cereal products by June 2025. The list of cereals being discontinued includes household names such as Sanitarium Muesli, Granola, Light ‘n’ Tasty, Honey Puffs, Weeties, Weet-Bix Clusters, Cluster Crisp, and Puffed Wheat. The company’s goal is to narrow down its product range to focus on its leading products: Weet-Bix, Weet-Bix Bites, and UP&GO.

These cereals, despite their popularity and long-standing presence in the market, currently make up just 10% of Sanitarium’s sales and have been witnessing a gradual drop in demand.

“The way people eat breakfast is changing, and there’s a noticeable shift globally from certain types of cereals. Adapting our product line to align with what consumers now prefer is essential,” said Michael Barton, Sanitarium’s General Manager for New Zealand.

Facing this change, Sanitarium is looking at a structured reduction of 49 jobs that cut across its manufacturing, logistics, and head office departments over the coming 15 months.

Barton highlighted the company’s dedication to supporting its staff through these changes, offering a range of support services including financial and personal counseling, career guidance, and help with finding new job opportunities for those impacted.

This adjustment by Sanitarium is in response to a wider trend in breakfast eating habits, with more than 20% of New Zealanders now opting for non-traditional breakfast options like hot drinks or on-the-go liquid meals.