Weet-Bix kids set new Guinness World Record for rugby scrum

Weet-Bix kids set new Guinness World Record for largest rugby scrum

Weet-Bix kids across New Zealand are smiling today, after being awarded the Guinness World Record for the world's largest rugby scrum.

The 202 youngsters who took part in the July World Record attempt, as part of Weet-Bix 100% All Black campaign, have propelled New Zealand into the record books, blitzing the previous record of 68 players, held by England.

The rugby mad kids, aged between eight and fourteen years, came together at College Rifles Club in Auckland to attempt the record, along with All Blacks Jimmy Cowan, Israel Dagg, Hosea Gear, Colin Slade and Adam Thomson. The All Blacks were on hand on the day to provide some technical advice to the youngsters.

The Guinness World Record attempt was part of Weet-Bix100% All Black campaign, which includes an exciting new All Black's collector card series.

Nigel Chenery, Senior Brand Manager said he was thrilled that Weet-Bix could help bring the world record to New Zealand, adding to the excitement of the upcoming Rugby World Cup.

"We know how passionate Kiwis are about rugby and the All Blacks, so we came up with an idea that harnessed their enthusiasm for rugby and proved that nothing stops a Weet-Bix kid. We couldn't have picked a better year to bring the record home, I am sure it bodes well for our chances in the World Cup," says Chenery.

A range of limited edition collectables are available throughout the Weet-Bix 100% All Black Campaign including the All Blacks player cards, player handbooks, an All Blacks tin, an All Blacks breakfast bowl and an All Blacks Stadium Flag.

Weet-Bix has been a proud sponsor of the All Blacks for over 12 years, and has been a staple of Kiwi breakfasts since 1928.

© Scoop Media