Australia: Sanitarium to acquire Nestle’s Vita Brits breakfat cereal brand

Sanitarium, a health food company, has submitted a formal offer to acquire the Vita Brits breakfast cereal brand from food manufacturing giant Nestle.

Founded in 1898, Sanitarium produces brands such as Up & Go, So Good, Plantwell, Vegie Delights, and PB Nutrition brands,

Vita Brits, which the company already produces for Nestle under a toll manufacturing agreement, is similar to Sanitarium’s own Weet-Bix biscuit-type breakfast cereal. The brand is part of Nestle’s broader Uncle Tobys brand range that also includes oats, snacks and other breakfast cereals.

Commenting on the deal, a Nestle spokesperson said: “In the transition period, we will work closely with Sanitarium to ensure a smooth transition of the Vita Brits listings for our retail partners and loyal Vita Brits consumers”.

The transaction is expected to close early next year, subject to regulatory review and approval.

Source: Just Food / Sanitarium / Nestle