Kickstart Breakfast Club

KickStart Breakfast is one-way Sanitarium and Fonterra give back to communities and is part of our commitment to promoting health and nutrition through a great start to the day.

Alongside support from the Ministry of Social Development, KickStart Breakfast is based around a community partnership model – Sanitarium and Fonterra provide cereal and milk, and each school community takes responsibility for preparing and delivering this to students in need each week.

The programme is designed to positively impact child well-being through providing access to nutritious food at school. It’s helping give our tamariki a boost to both their school day and their future by ensuring they have a healthy start along with a full puku to keep them alert in the classroom.

KickStart Breakfast is the only national breakfast programme of its kind, and has been delivering Sanitarium Weet-Bix™ and Anchor™ Milk to New Zealand schools since term 1 2009

Today KickStart Breakfast is available to all decile 1-10 primary, intermediate and secondary schools and operates in over 1300 schools, serving over 180,000 breakfasts each school week. showing children how important a balanced breakfast is for learning.

We’ve had great feedback on the programme with teachers and principals noting that children who have had a nutritious breakfast are happier, have more energy and perform better throughout the school day.

Breakfast clubs are about more than eating breakfast at school. The engaging environment encourages students to develop social skills and take on extra responsibility.

KickStart Breakfast Clubs rely on the work of devoted and inspirational volunteers coordinators, student leaders and principals to make things happen.

For more information please visit

All Blacks

Weet-Bix™ have sponsored the All Blacks since 1998 bringing with it a 20 year long tradition of player cards in pack. As the Official Breakfast of the All Blacks, we have been able to share some pretty cool messages with Kiwi kids through our campaigns such as 2017’s Dare to Dream and 2018’s Play Big.

Play Big aims to encourage Kiwi kids to get outside and play, through telling the iconic childhood stories of some of New Zealand’s biggest sporting heroes – the All Blacks and the Black Ferns. Each card tells a different story, such as Rieko Ioane playing spotlight with his cousins until midnight or Selica Winiata playing Padder Tennis at the local primary school in Levin, and how playing these games outdoors with friends and family helped them to gain the skills they use on the rugby field today.

Weet-Bix™ partnership with the All Blacks continues to allow us to encourage and inspire Kiwi kids.

Weet-Bix Kids TRYathlon

The Sanitarium Weet-Bix Kids TRYathlonTM is designed for Kiwi kids aged 6-15 years to help them stay active and healthy through a programme of participation. The series has been running since 1992 and is a rite of passage for Kiwi kids. To date, over 450,000 Kiwi kids have given it a TRY. Open to Kiwi kids of all sporting abilities the Sanitarium Weet-Bix Kids TRYathlonTM is a fun day out for kids, parents and families. Participants get to swim, cycle, and run their way around age appropriate courses. You can enter either as an individual or as part of a team of two.

Every participant who enters receives:

  • A Weet-Bix Kids TRYathlonTM medal
  • A downloadable certificate of achievement
  • An official Weet-Bix Kids TRYathlonTM t-shirt, drawstring kit bag & swim cap
  • Complimentary breakfast from the Weet-BixTM Breakfast Tent
  • PLUS the chance to WIN awesome sport prizes and meet their sporting heroes.

Check out our Facebook page and website to get involved now!