Weetabix (UK)

Weetabix remains the UK's best-selling breakfast cereal (although it faces stiff competition from Kellogg's Special K). The company's other brands include Alpen muesli, Weetos and Ready Brek porridge. Until comparatively recently Weetabix was also one of Britain's largest family-owned companies, guarding its privacy with great care as a defence against the fierce competition which has raged in the cereal market since the late 1980s. In late 2003, the business was acquired by private equity investors. Almost ten years later they agreed to sell a 60% stake in the business to China's state-owned Bright Food.

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Competitors: See also Food Sector index for other competitive companies

The Adbrands Company Profile of Weetabix summarises the company's history and current operations and contains the following external links:

Weetabix website

Weetabix USA

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