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Weetabix Limited, [1] trading as 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.
In July 2017, Post Holdings bought Weetabix Limited (including US subsidiary Barbara's) for £1.4 billion. [17] In 2019, the company began combining some of its MOM Brands and Weetabix cereal brands under the Three Sisters Cereal name.
Sanitarium introduced Weet-Bix™ Bites in 2012 as a bite-sized version of the popular breakfast cereal. It is a wheat-based cereal infused with fruit and honey. As of 2024, Weet-Bix Bites are available in four varieties: apricot, wild berry, honey crunch, and, most recently, coco crunch. [5]
Bought Weetabix in 2004 for £640 million and sold 60% to Bright Food in 2012 in a deal valuing the company at £1.2 billion [11] Acquired Jimmy Choo in 2004 for £100 million and sold the company in 2007 for £225 million [12] Acquired Wagamama in 2005 for £102 million [13] and later sold the company for £215 million in 2011 [14]
Weetabix is a breakfast cereal produced by Weetabix Limited in the United Kingdom. It comes in the form of palm-sized (approx. 9.5 cm × 5.0 cm or 4" × 2") wheat biscuits . Variants include organic and Weetabix Crispy Minis (bite-sized) versions.
New Zealand Customs detained the boxes at the request of Sanitarium on the grounds the British-made Weetabix competed with and confused the branding of their own New Zealand-made 'Weet-bix'. Sanitarium faced a backlash in New Zealand as a result. [13] After failing to come to a settlement, Sanitarium filed civil action against the shop owner.
In 2016, Pioneer gained a 49% stake in the cereal brand Weetabix in East Africa, which included a partnership with Weetabix UK. [7] A subsidiary of Pioneer Foods, Pioneer Foods UK, in December 2017 bought UK-based granola brand, Lizi’s, from The GoodCarb Food Company for an undisclosed price.
In May 2012 Bright Food agreed to acquire a 60% stake in the British breakfast cereals manufacturer Weetabix Limited in a £1.2 billion deal. [11] [12] This majority stake is set to be sold to US company Post Holdings for US$1.8 billion as of 18 April 2017. [13]