Three hundred Weetabix boxes a 'real threat' to Weet-Bix brand: Sanitarium

It's only 300 boxes of cereal, but Sanitarium general manager Rob Scoines believes they pose a real threat that could help its global rival Weetabix. Photo / Matthew Theunissen

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 similarly-named 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 the New Zealand for "some years", but he was not able to provide specific details.

Lisa Wilson from a Little Bit of Britain. Photo / Supplied

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, with online petition Free the Weetabix gaining 607 supporters as of Wednesday 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".

Criticism is mounting over Sanitarium's refusal to allow 300 boxes of rival Weetabix cereal into the country. Source / change.org

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.

"There's plenty of reasons why I don't think it's a trademark issue hence I don't think I should have to re-label it, I'm sticking to my guns..." she said.

The products were different colours - yellow and blue - and were not sold in the same store so there was no chance they could be confused for one another.

"It's never going to affect them [Sanitarium] because we don't have Kiwis coming into our store buying Weetabix because they weren't brought up with it."

Having the pallet of cereal being held by customs was also costing the small business a lot of money.

She said the business had received a great deal of support from New Zealanders, Brits and people all over the world.

The company had engaged the services of a lawyer and was awaiting Sanitarium's response before proceeding.