Sanitarium has secured clearance from the Australian Competition and Consumer Commission (ACCC) to acquire the Vita Brits’ brand and intellectual property assets.
Although Sanitarium manufactures Vita Brits, the brand is currently owned by Nestle’s Uncle Tobys.
Due to this, Sanitarium, which manufactures Weet-Bix and private-label wheat cereal, considers Vita Brits a competing product.
“We tested the closeness of competition between the Weet-Bix and Vita Brits products and found that consumers do not typically switch between the two,” said Philip Williams, ACCC commissioner, noting the findings are consistent with the feedback received from market inquiries.
“We found that the proposed acquisition would not be likely to substantially lessen competition.”
