Sanitarium is giving its side of the stoush it's having with Christchurch's A Little Bit of Britain store.

General Manager Rob Scoines said it's not about preventing people buying their Weetabix through the store.

He told Mike Hosking it's about protecting its own Weet-Bix brand.

"We have to respond to each and every known breach of our trademark, otherwise it chips away at the value and equity of the brand, and these brands and trademarks are essential to running commerce in this country."

LISTEN ABOVE AS ROB SCOINES SPEAKS WITH MIKE HOSKING