Weetabix moves into Chinese control

Weetabix moves into Chinese control

State-backed Chinese group Bright Food has finally made an investment in Europe, with the acquisition of a 60% stake in Weetabix. The deal has potential benefits for both sides - but can Bright Food really develop a significant presence for the brand in China, where the breakfast cereal market is in its early days.

In the spotlight: Hard work ahead for new Weetabix owner Bright Food

3 May 2012

Ambitious Bright Food, the Chinese state-backed food group, missed out on previous Western targets like United Biscuits and Yoplait but it has planted a flag in Europe with the acquisition of a majority stake in UK cereal manufacturer Weetabix. The deal could give Bright Food some Western expertise to apply to its domestic business but, as Dean Best reports, its faces a challenge in building the brand in China, where it remains early days for breakfast cereal.

CHINA/UK: Bright Food buys majority stake in Weetabix

3 May 2012

China's Bright Food has acquired a majority stake in UK cereal maker Weetabix.

In the spotlight: Bright Foods reveals global ambitions with Manassen deal

19 August 2011

Bright Foods announced the acquisition of Australian manufacturer Manassen Foods this week. With speculation that it has shown interest in a number of other international players hints at the scale of its plans. What exactly are Bright Foods' ambitions? Dean Best reports.

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Weetabix moves into Chinese control

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