Wahroonga, New South Wales | Tracey Bridcutt

Sanitarium Weet-Bix has won the highly-coveted title of “Most Trusted Breakfast Food” for the fourth consecutive year.

Weet-Bix was up against six other leading products for the title, part of the “2016 Reader’s Digest Most Trusted Brands” nationwide survey.

Sanitarium Australia general manager, Todd Saunders, said the win reaffirms Australia's love affair with Weet-Bix and the “Big Blue Box” as one of the most identifiable products on supermarket shelves.

“For almost 90 years Weet-Bix has been giving families a healthy start and continues to be a firm household favorite with five boxes sold every minute of trade in Australia and a box of Weet-Bix found in almost half of Australian homes at any given time,” Saunders said. 

“Weet-Bix is a gold-star choice for children, growing teenagers stack them high and it’s a go-to for thousands of health-conscious adults seeking the best start to their day. There are millions of people around Australia, and increasingly the world, who are proud to call themselves Weet-Bix kids.”