Weetabix Limited Explained

Weetabix Ltd
Type:	Subsidiary
Location:	Burton Latimer, Northamptonshire, UK
Key People:	Managing Director: Sally Abbott
Area Served:	Europe, North America
Industry:	Breakfast cereal
Products:	Weetabix, Alpen, Ready Brek, Weetos, Crunchy Bran, Puffins
Num Employees:	c. 2,000
Parent:	Post Holdings

Weetabix Ltd., trading under the name Weetabix Food Company, is a food processing company that is responsible for the production of breakfast cereal brands, including Weetabix, Alpen, Crunchy Bran and Ready Brek. The company also produces Puffins cereal and Snackimals snacks through their Barbara's Bakery division.

History

See History of Weet-Bix

The food product was originally invented in Australia in the 1920s by Bennison Osborne. Osborne and his friend Malcolm MacFarlane successfully launched Weet-Biscs in Australia and New Zealand under the sponsorship of the owner of Grain Products Ltd., who soon sold the Australasian rights to the Australasian Conference Association Limited Sanitarium Health and Wellbeing Company.

Osborne and MacFarlane decided to expand into South Africa and while there, they began the establishment of the British & African Cereal Company, Ltd., a Private Company, to start a venture in England under the Companies Act 1929 (Company No. 267687), where they became joint Managing Directors until MacFarlane left the Company in 1932/1933, after which Osborne became the sole managing director until 1936, when he left the Company for the United States of America. The first Directors of the Company were Bennison Osborne, Malcolm MacFarlane, Alfred Richard Upton and Arthur Stanley Scrutton. Frank George, who had offered them the use of a disused flour mill in Burton Latimer, Northamptonshire, subsequently requested and was granted shares in the Company and was offered a place on the Board.

The company holds a royal warrant from Queen Elizabeth II.^[1]

For the purpose of differentiating between the various countries, it was decided that the product, when introduced into the United Kingdom, should be known as "Weetabix". On 13 August 1936, with the approval of the Board of Trade, the Company name was changed to Weetabix Limited.

Alpen was invented in 1971, when a company executive was on holiday in Switzerland and tasted a local delicacy.^[2]

In November 2003, the company was bought from Weetabix Limited, by the American private equity firm HM Capital of Dallas.^[3] From 29 January 2004, it was owned by Lion Capital LLP, until 3 May 2012 when the Chinese company Bright Food bought a 60% controlling stake, valuing the company at £1.2bn ($1.9bn).^[4]

In 2012 the company was bought by the Chinese Government through the state-run Bright Food, and the equity firm Baring Private Equity Asia, with Bright Food having the controlling interest.^{[5] [6]}

In July 2017, the American company Post Holdings bought the company for £1.4 billion.^[7]

The company does not have the rights to the product in Australia, New Zealand or South Africa. In these countries, the brand is still known as Weet-Bix and is still made by Sanitarium Health Food Company in Australia and New Zealand and Bokomo in South Africa.

In 2019, Weetabix was fined £140,000 by the Environment Agency for leaking thousands of liters of diesel fuel into the River Ise. The clean-up cost the company £500,000.^{[8] [9]}

In 2021, Weetabix faced strike action over a decision to make workers redundant and re-employ them on lower wages, a practice known as fire-and-rehire.^[10] Workers at two of the company's factories went on a four-day strike in November 2021 over wages and working conditions.^[11]

Several of Weetabix's PR campaigns have attracted attention online, sparking debates about the creation of a new county called 'Weetabixshire',^[12] and the "correct way to eat your bix" in 2023.^[13]

In April 2023, Weetabix announced that it had achieved its goal of 100% recyclable packaging two years ahead of schedule. According to the company, the move to all paper packaging would reduce its carbon footprint by 648.4 tons per year.^{[14] [15]}

In December 2023, Weetabix acquired Deeside Cereals, based in North Wales, from Wholebake.^[16]

Awards

It has won three Queen's Awards for Export, lastly in 2004.

Company structure

The company is headquartered in Burton Latimer, Kettering, Northamptonshire, England, and its 75acres site is next to the A14 junction with the A6. It also has a factory in Ashton-under-Lyne. The company produces 3 billion Weetabix breakfast biscuits every year from its Kettering site. Weetabix is also one of the major manufacturers of generic cereals for the major supermarkets.

Weetabix has factories in Europe, East Africa and North America. It is the largest producer of breakfast cereals in the UK. It exports to eighty countries. As of 2012 it employed around 2,000 people.^[17]

The company's managing director is Sally Abbott.^[18]

Brands

• Alpen
• Barbara's Bakery: The California-based natural-foods company was purchased by Weetabix in 1986, eventually moving operations to Marlborough, Massachusetts. They are particularly well known for their Puffins Cereal line.^[19] In 2019–2020 the packaging for Barbara's Bakery cereals was revamped,^{[20] [21] [22]} and on the new packaging all references to "The Weetabix Company, Inc." have been replaced with references to "Three Sisters Cereal".
• Crunchy Bran
• GrainShop: Sold primarily in the North American market, the GrainShop brand has two cereals, High Fibre Crisp and Honey Almond Crunch. High Fibre Crisp is a blend of four grains, wheat and corn, bran and oats, while Honey Almond Crunch is a combination of crunchy oats, flakes, almonds and honey.^[23]
• Oatibix: Products in the Oatibix range are made from oats, as opposed to the company's preference to wheat-based food. The original Oatibix cereal is physically very similar to the company's flagship Weetabix but made of whole grain oats. Oatibix Bitesize is a variant of Oatibix with smaller biscuits and is available as Oatibix Bitesize Sultana & Apple or Oatibix Bitesize Chocolate & Raisin in addition to the original flavour.^[24]
• Oatibix Flakes
• Ready Brek: an oat-based breakfast cereal that is intended to be served hot, and comes in three varieties; 'Original', 'Chocolate' and 'Seriously Oaty'. A butterscotch flavour was marketed during the 1970s.
• Weetabix: a whole grain wheat breakfast cereal that comes in the form of palm-sized biscuits. It is Weetabix Food Company's flagship product, introduced in 1932 and is officially the top-selling breakfast cereal in the United Kingdom, accounting for 8% of the country's total cereal sales. The cereal, which is manufactured in facilities in Kettering, England and Canada, is exported to 80 countries and has annual sales worth over £95 million.^[25] Weetabix Bitesize is essentially a smaller "bite-sized" version of Weetabix that can be easily poured into a bowl, more like a traditional breakfast cereal. Weetabix Minis are sweeter variant of the Weetabix Bitesize, with various additions depending upon the variety; Chocolate Crisp, Banana Crisp, Fruit & Nut Crisp, and Honey & Nut Crisp. Outside of the UK, Weetabix Minis has been re-launched and renamed at least twice in a relatively short period of time following their launch. Previously, they were known as Fruitibix, Bananabix, and Chocobix (depending upon the additions), then as Minibix.
• Weetaflakes
• Weetos

Sponsorship

Weetabix was the title sponsor of the Women's British Open between 1987 and 2006. It has also previously sponsored Northamptonshire Police, providing a mobile police station in 2004.^[26] It was one of the sponsors of the World Cup in Argentina in 1978. Weetabix was the main sponsor of the first BMX World Championships held in the UK in 1986. These Championships were held at Slough in Berkshire, attracting over 2,000 racers from across the world.

External links

• • Prince Charles, a fan of Weetabix, in 2004
• Bought by Hicks Muse Tate & Furst in November 2003 for £642m

Notes and References

1. Web site: 16 September 2022 . Cadbury, Boots and Weetabix among 800 brands to reapply for Royal Warrant after Queen's death . 20 June 2024 . ITV.
2. Web site: Our Story. Alpen. 5 June 2017. 16 February 2020. https://web.archive.org/web/20200216131751/https://www.alpen.co.uk/our-story. dead.
3. Web site: The Curious Geography of Weetabix: A Cereal Tale for Our Times . 2023-11-28 . The Open University . en.
4. News: Weetabix bought by China's Bright Food. BBC. 3 May 2012. 3 May 2012.
5. News: Bright Food Targets Listing Cereal-Maker Weetabix by 2016. Bloomberg . 6 November 2014 . Bloomberg News.
6. Web site: China's Bright Food swallows Weetabix. https://ghostarchive.org/archive/20221210/http://www.ft.com/cms/s/0/53ea9b1c-94f6-11e1-ad38-00144feab49a.html . 10 December 2022 . subscription . live. Patti. Waldmeir. 3 May 2012. Financial Times.
7. News: Weetabix to be sold to US company Post Holdings. 18 April 2017. BBC News. 18 April 2017.
8. News: Taylor . Diane . 2019-11-22 . Court fines Weetabix £140,000 for polluting river near factory . 2024-06-03 . The Guardian . en-GB . 0261-3077.
9. Web site: 2019-11-26 . Environment Agency slams Weetabix after pollution fine . 2024-06-03 . foodmanufacture.co.uk . en-GB.
10. News: 2021-05-24. Warning of Weetabix shortage amid 'fire and rehire' strike row. en-GB. BBC News. 2021-09-01.
11. News: 2021-11-08 . Weetabix workers to hold four-day strikes over pay and conditions . 2024-06-03 . The Guardian . en-GB . 0261-3077.
12. Weetabix lobbying to break away from Northamptonshire and create new UK county . 2023-11-15 . en . 2024-06-12 . www.independent.co.uk.
13. Web site: Wroe . Danielle Kate . 2023-07-06 . Weetabix settles age-old milk order debate with very controversial answer . 2024-06-12 . The Mirror . en.
14. Web site: Barton . Alex . Weetabix Food Company makes 100% of its packaging recyclable . 2024-06-20 . The Grocer . en.
15. Web site: 2023-03-31 . Weetabix packaging becomes 100% recyclable . 2024-06-20 . foodmanufacture.co.uk . en-GB.
16. Web site: Racz . Eszter . 2023-12-07 . Weetabix acquires UK breakfast-cereal peer Deeside Cereals . 2024-06-09 . Just Food . en-US.
17. Financial Times. 22 April 2012. Lion Capital explores Weetabix sale
18. Web site: Our Leadership Team . 2023-11-29 . Weetabix Food Company . en-GB.
19. Web site: Barbara's to leave Petaluma. 20 January 2012. https://web.archive.org/web/20160826160841/https://www.petaluma360.com/csp/mediapool/sites/PressDemocrat/News/story.csp?cid=2021559&sid=555&fid=181. 26 August 2016.
20. Web site: Three Sisters Debuts New Look for Barbara's Cereal Portfolio, New Mom's Best Granola Line . 5 March 2019 . live . https://web.archive.org/web/20200213212508/https://www.nosh.com/food-wire/2019/three-sisters-debuts-new-look-for-barbaras-cereal-portfolio-new-moms-best-granola-line/ . 13 February 2020.
21. Web site: Barbara's Unveils Redesigned Packaging . 27 January 2020 . live . https://web.archive.org/web/20200213213146/https://www.nosh.com/food-wire/2020/barbaras-unveils-redesigned-packaging/ . 13 February 2020.
22. Web site: Barbara's overhauls packaging to bring 'fun' & 'vibrancy' to the natural cereal aisle . 27 January 2020 . live. https://web.archive.org/web/20200213205242/https://www.foodnavigator-usa.com/Article/2020/01/27/Barbara-s-overhauls-packaging-to-bring-fun-vibrancy-to-the-natural-cereal-aisle . 13 February 2020.
23. Web site: Weetabix Products . Weetabix Ltd. . 27 June 2009.
24. Web site: The Weetabix Food Company – Oatibix . Weetabix Ltd . 27 June 2009 . 10 August 2010 . https://web.archive.org/web/20100810122749/http://www.weetabix.co.uk/brands/oatibix/oatibix/ . dead .
25. Web site: Weetabix Food Company – About Us . Weetabix Ltd . 27 June 2009.
26. Web site: Police given new mobile station. 9 February 2004. BBC News.