Weetabix (UK)

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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 and Weetos. 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 the business to China's state-owned Bright Food.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. The Adbrands Company Profile of Weetabix contains the following external links:

Weetabix website

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 9th Mar 2017: US group Post Holdings has been tipped as the favourite to acquire the 60% shareholding in UK cereals group Weetabix from current Chinese owner Bright Food. Weetabix is the UK's top-selling breakfast cereal brand, and the second largest producer overall behind Kellogg's. Rival bidders Cereal Partners and Barilla are understood to have withdrawn from the auction. According to reports, one other bidder remains in negotiations, possibly Associated British Foods.

Adbrands Weekly Update 5th Jan 2017: Chinese company Bright Foods has appointed Goldman Sachs to find a buyer for its controlling stake in Weetabix, the iconic British cereal brand. Although the brand has experienced modest success since its launch in China, now said to be its third largest market, sales in the UK have fallen sharply as a result of the continuing move by consumers away from breakfast cereals. Bright Food acquired a 60% stake in Weetabix in 2012 for £1.2bn. However group sales and profits are both slightly below 2012 levels, suggesting the Chinese company may make a loss on the sale.


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