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.

Recent research has shown that Australians don’t consume breakfast cereals like they used to. Gone are the days of simply eating cereal with some milk. These days, Australians want more from their brekkie bowl. So they add fruit, yoghurt, nuts and seeds, or they create novel recipes using whole grain cereal. It’s something that has not been lost on the makers of Weet-Bix.

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.

Joel considers himself to a bona fide Weet-Bix Kid.

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.

Weet-Bix Little Kids Essentials contains nine essential vitamins and minerals that support healthy young children in achieving significant growth and development milestones as part of a balanced diet.

Weet-Bix Little Kids Essentials is made from 97% Aussie whole grains (wheat, rye and sorghum), is high in iron, low in sugar and has no added salt. It’s also chock-a-block full of other nutritional goodies like calcium, vitamins B1, B2, B3 and B6, magnesium, probiotics and fibre. It’s a nutritional standout! And it certainly deserves its 5-star Health Star Rating.

Key benefits include calcium for strong bones, teeth and muscle, vitamin B1, magnesium and high iron for brain and cognitive function. Plus, zinc for immunity, B vitamins for energy to grow, learn and play, and fibre for regularity.

Joel was quoted in the media release, and he wrote two articles to discuss the benefits of the cereal and kids nutrition more broadly.

Naturally, Ruby has taken to the new and updated Weet-Bix so Joel can be confident that his daughter is kicking off her day in the right way, even if some of her cereal ends up on the floor (or walls).

Preparing Weet-Bix Little Kids Essentials in the kitchen