When we were invited to help Sanitarium celebrate 125 years, we knew we were in for something special. What struck us most was how relevant their core values still are today. From the early days of health cafés and breakfast cereals to their ongoing commitment to whole-person health, Sanitarium has always been about more than just food – their mission is ‘changing lives every day through whole person health’.

Where it all began

Let’s rewind to the late 1800s when health was having a bit of a rebrand. At the Battle Creek Sanitarium in Michigan, USA, Dr John Harvey Kellogg was leading the way with a fresh approach to wellbeing – think exercise, nutrition and education (and, of course, cornflakes). He was recruited by church leaders Ellen and James White, who believed health was a key part of spiritual life.

Later, Ellen’s son Willie White became the first Australian president of the Seventh-day Adventist Church and helped bring this health-focused movement Down Under. Inspired by the work happening in the US, the early Australian church saw an opportunity: to offer nutritious food and educate people about better living.

The Sanitarium Health Food Company is born

Fast forward to 1898 – a small bakery in Northcote, Melbourne, begins producing granola, ready-to-eat porridge, and Australia’s first peanut butter. That little bakery would soon grow into the Sanitarium Health Food Company, officially registered with a mission that’s stayed consistent: helping people live healthier lives.

In true pioneering spirit, the team soon relocated to Cooranbong, NSW, to be closer to grain producers and better transport. The new site brought space and opportunity but also challenges. The factory was built entirely through donations, and for the first six months, workers weren’t even paid. But the commitment was there – they believed they were doing something meaningful.

A little divine intervention

There’s a story we love from this period. When the company was financially struggling, two church leaders – Pastor AG Daniells and Nathaniel Faulkhead – were on their way to speak to a bank manager. As their tram passed the branch, they noticed the door slightly ajar. They jumped off, walked in (surprising the bank manager, who was sure he’d locked the door), and managed to secure a loan that kept the company afloat. They believed it was divine intervention. Whatever it was, it worked – and the factory went on to produce everything from Granose Biscuits to an early meat substitute called Nuttose.

Spreading the goodness

By 1902, Sanitarium wasn’t just selling healthy foods – it was showing people how to use them. Cafés started popping up around Australia, offering plant-based meals and cooking demos. Sydney’s Pitt Street was first, and before long, there were cafés in Brisbane, Melbourne, Adelaide and Hobart. These spots became go-to places for a healthier bite until shifting consumer habits led to their closure in the 1980s.

Wheat biscuits and Marmite

Now to the icons. Granose – the original wheat biscuit – was a big deal in the early 1900s, marketed as a breakfast food and a bread alternative. But it met some stiff competition in the 1920s from a new flake biscuit called Weet-Bix™. Sanitarium ended up buying the company behind it in 1928 – and the rest is history.

Marmite’s story is just as fascinating. Originally imported from the UK, it was so valued during WWI that it was air-dropped to stranded soldiers. But after supply issues during both world wars, Sanitarium got the go-ahead to develop its own version. Meanwhile, a little product called Vegemite came onto the scene in 1923. Created using yeast from Carlton and United Breweries, it had a stronger flavour and quickly won over Aussie tastebuds.

Innovating for the next generation

Sanitarium has never stood still. Over the years, they’ve expanded their range to reflect changing tastes and a growing interest in plant-based, functional, on-the-go nutrition.

Soy and almond milk drinks, like those under the So Good brand, became a familiar presence in fridges across Australia and New Zealand long before plant milks were mainstream. Later, UP&GO carved out a new category entirely – a drinkable breakfast that’s quick, portable and packed with the essentials.

Weet-Bix, the classic breakfast staple, has also evolved to meet the needs of modern eaters. Products like Weet-Bix Protein and Weet-Bix Cholesterol Lowering show how Sanitarium continues to adapt the familiar for changing health priorities. Even snacks like Fruity-Bix bars have brought that wholesome heritage to lunchboxes in a new form.

What ties these together is a focus on real ingredients, thoughtful innovation, and staying in step with what Australian and New Zealand families want from their food.

A collaborative journey

For this 125-year milestone, Sanitarium approached us with a manuscript already in place – something we’ve done with other clients, especially large organisations who are mindful about how their stories are told. We were brought on board to help shape that manuscript into something more accessible, balanced and engaging without losing the integrity of the story or the values behind it.

As always, we adapted to meet the needs of the project: offering editorial guidance, drawing on our design team and working closely with Sanitarium’s communications department to source, organise and showcase their extensive archive.

It was a true collaboration and a privilege to help tell a story that’s been 125 years in the making – one that’s had a lasting impact on the health, habits and breakfast tables of so many.

– Rairu Rebolledo, Designer