Weetabix Limited

British manufacturer of breakfast cereals

The logo of Weetabix Food Company

Weetabix Limited, also known as the Weetabix Food Company, is a British manufacturer of breakfast cereals and cereal bars. The company is best known for its flagship product, Weetabix, a wheat-based breakfast cereal that is popular in the United Kingdom and many other countries.

History

Weetabix Limited was founded in 1932 by Bennison Osborne and Malcolm MacFarlane in Burton Latimer, Northamptonshire, England. The company began as a small operation producing a single product, Weetabix, which quickly gained popularity due to its nutritional value and convenience.

In the following decades, Weetabix expanded its product line to include a variety of cereals and cereal bars. The company also expanded its operations internationally, establishing a presence in markets such as Canada, the United States, and Australia.

Products

Weetabix Limited produces a range of breakfast cereals and cereal bars. The most well-known product is Weetabix, which is made from whole grain wheat and fortified with vitamins and minerals. Other products include Alpen, a muesli-based cereal, and Ready Brek, a porridge product.

The company also produces a variety of cereal bars, including Alpen bars and Weetabix On The Go breakfast drinks, which are designed for consumers seeking convenient breakfast options.

Manufacturing and Operations

The main manufacturing facility for Weetabix is located in Burton Latimer, where the company was originally founded. This facility is responsible for producing the majority of Weetabix products sold in the UK and Europe.

Weetabix also operates a manufacturing plant in Cobourg, Ontario, Canada, which serves the North American market. The company is committed to sustainable practices and sources its wheat from local farmers whenever possible.

Ownership

In 2012, Weetabix Limited was acquired by the Chinese company Bright Food, which purchased a 60% stake in the company. In 2017, the American company Post Holdings acquired Weetabix from Bright Food, making it part of its portfolio of cereal brands.

Marketing and Branding

Weetabix has a strong brand presence in the UK and is known for its memorable advertising campaigns. The company has used slogans such as "Have you had your Weetabix?" to emphasize the nutritional benefits and energy-boosting properties of its products.

Related pages

• Breakfast cereal
• Whole grain
• Post Holdings
• Bright Food