Countdown’s challenge to New Zealand: can you find a cheaper, tastier and more healthy breakfast than two Wheat Biscuits and some milk?

From today, Countdown has dropped the price of its own brand Wheat Biscuits for the long term, from $5.29 to $4 per 1-kilo box of 60 biscuits, or just seven cents a biscuit.  With a five Health Star Rating, Countdown Wheat Biscuits are also a source of fibre, packed with 97 percent whole grains, making them an affordable, tasty and healthy breakfast option for all Kiwi families.

Brett Ashley, Acting General Manager Merchandise said Countdown is committed to helping its customers make healthy choices, and dropping the price of Countdown Wheat Biscuits is another opportunity for customers to eat well for less.

“Today Countdown is giving Kiwi families a really affordable, nutritious and tasty option to start their day,” said Ashley.

“We really can’t think of a better way to eat well for less at breakfast. They’re incredibly versatile, whether you choose to have a couple with milk, add some fruit and yoghurt, or eat them as a morning snack with peanut butter.”

Sarah Hanrahan, CEO of the NZ Nutrition Foundation backs up the importance of breakfast as a great start to your day’s nutrition, particularly for children.

“A healthy breakfast gives a great start to the day. Studies show children who eat breakfast are more likely to be able to concentrate on tasks and function better in the classroom or learning environment. Skipping breakfast may lead to overeating later in the day, often by choosing less nutritious foods,” said Hanrahan.

Hanrahan said that a diet of fibre and whole grains has strong health benefits for all Kiwis.

“The latest research from the World Cancer Research Fund International says that consuming a diet that is high in whole grains, dairy and fibre will help reduce the risk of colorectal cancer. Anything with 97 percent whole grains and a high source of fibre is a good healthy and tasty breakfast option."

As part of Countdown’s announcement of Wheat Biscuits going down in price, it has donated 112 boxes of Wheat Biscuits to its food rescue partner, The Salvation Army.