Weet-Bix is Australia’s favourite breakfast cereal. Generations of Australians have loved it! And with good reason. It’s packed full of whole grain goodness and vitamins and minerals. One serving of Weet-Bix provides 60% of an adult’s daily whole grain needs.

The Better Brekkie campaign

In 2019, Joel teamed up with Sanitarium to inspire Aussie families to eat a more wholesome and nutritious breakfast. Getting the kids ready on school mornings is always a busy time for families, and Joel is a keen believer in setting children up for the day with a nutritious brekkie. So, working with the Weet-Bix brand, Joel developed some tasty twists on a breakfast classic to help simplify school mornings in a fun way.

The premise of the Better Brekkie campaign is to encourage Australians to create novel and delicious variations to the run-of-the-mill breakfast cereal in a bowl with milk.

Joel featured in the Weet-bix TV commercial campaign, developed several recipes, presented at a health professional event and wrote feature articles for and Kidspot.

The Weet-Bix Little Kids Essentials launch

Joel also worked on the Weet-Bix Little Kids Essentials launch. It was right up his alley as not only is Joel an Accredited Practising Dietitian, but also father to 18-month-old Ruby.

Weet-Bix Little Kids Essentials was specially developed to meet the necessary nutrition needs of healthy growing toddlers and preschoolers. It contains nine essential vitamins and minerals that support healthy young children in achieving significant growth and development milestones as part of a balanced diet.

Joel created several social media posts, was quoted in the media release, and wrote two articles to discuss the product’s benefits and kids’ nutrition more broadly.

Preparing Weet-Bix Little Kids Essentials in the kitchen