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It’s only 300 boxes of cereal, but Sanitarium New Zealand believes they pose a “real threat” that could help its global rival Weetabix cash in on the Weet-Bix brand.
The shipment of the similarlynamed cereal, bound for a Christchurch-based British goods store, was seized by Customs at the request of Sanitarium which, despite mounting criticism, is refusing to release it.
“Three-hundred boxes is not the issue,” said Sanitarium general manager Rob Scoines. “The issue is the potential and real threat of Weetabix coming into this market and cashing in on this great brand that Kiwis love.”
The company would allow the cereal to be released if the name was blanked out, something that has been wholly rejected by the intended recipient, A Little Bit of Britain and its co-owner Lisa Wilson.
Scoines said such arrangements had been made with other companies importing Weetabix into New Zealand for “some years”, but he was not able to provide specific details.
Some regular importers of the rival product had changed the packaging altogether.
“At the end of the day, this is about Weetabix and Sanitarium, not Lisa and her store in Christchurch,” he said.
“We are making ourselves vulnerable if we choose not to respond . . .”
There has been mounting criticism of Sanitarium’s stance and online petition Free the Weetabix had gained 607 supporters as of yesterday afternoon.
Numerous twitter users have called for boycotting Sanitarium products, while media in the UK have also jumped on the story, with the Daily Mail running with the headline: “Revenge is Weet”.
Scoines said he was of course unhappy about Sanitarium being tarnished in this way.
“That is not who we are. Anyone that knows Sanitarium knows that we are values-based and we treat people and businesses with respect. That’s who we are.”
Wilson told the Herald the ball was now in Sanitarium’s court and said that A Little Bit of Britain would not back down.
She contested Sanitarium’s argument that the cereal infringed on Weet-Bix’s trademark because they would be sold in what was clearly a British store selling exclusively British products.
The company had engaged a lawyer and was awaiting Sanitarium’s response before proceeding.