The refreshed packaging of Sanitarium Weet-Bix is more than a branding exercise for the CJ Patel Group, it reflects how corporate partnerships are increasingly being used to grow women’s rugby and strengthen community engagement in Fiji.

Launching the new packaging today, Group Marketing Manager Monisha Prasad said the redesigned Weet-Bix boxes aim to deepen the connection between consumers, rugby and national identity.

Prasad said every purchase of Weet-Bix should remind Fijians of the country’s rugby culture and community spirit, while also highlighting the impact of the Weet-Bix Raluve Champions programme.

She said the initiative now reaches more than 3,100 players annually, with over 75 schools participating in girls’ rugby tournaments around the country.

Prasad described the level of participation in the competition as a major achievement for women’s rugby development in Fiji.

The business partnership between Sanitarium Weet-Bix and the Fiji Rakavi Football Union has become one of the key private sector investments supporting grassroots women’s sports.

Chairman of the Fiji Rakavi Football Union John Sanday said the backing from CJ Patel Group has helped strengthen development pathways for female athletes.

Sanday said the sponsorship has created opportunities for young girls to participate in rugby and develop their talents through structured school competitions.

The initiative also highlights a growing trend among businesses in Fiji using sports partnerships to strengthen brand visibility while contributing to social development and youth empowerment