No longer a Weet-Bix kid – Sanitarium scrubs all mention of Steve Smith

Besieged Australian cricket captain Steve Smith appears to have been totally scrubbed from health food company Sanitarium’s website today.

Smith was appointed a ‘Weet-Bix Kid’ – a brand ambassador – in 2016.

However, following last weekend’s ball tampering scandal, all mention of Smith has been wiped from Sanitarium’s website and YouTube channel.

Yesterday the ABC reported Sanitarium was reviewing its relationship with Smith after the cricketer’s image disappeared from the cereal maker’s home page. Today all mention of Smith has vanished from Sanitarium’s online sites.

On at least three of Sanitarium’s media web pages, Smith’s name has been dropped. On one, Weet-Bix voted Most Trusted Breakfast Food posted in August 2016, Smith’s name appeared in the cached version but was removed sometime after March 24.

The before and after of Steve Smith’s erasure from the Sanitarium website

When contacted by Mumbrella, Smith’s management said Sanitarium hadn’t severed ties with the suspended team captain while a company spokesperson had no comment except to say: “Like the rest of Australia, we are interested in the detail of the Cricket Australia investigation and the action it will take on this matter.”

Sanitarium’s move comes as sponsor pressure increases upon the Australian team with sportswear company Skins taking out full page ads criticising Cricket Australia.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.