Blog: The challenge in China for Weetabix
Dean Best | 5 November 2012
Chinese food group Bright Food kicked off this morning (5 November) with confirmation of its acquisition of 60% of UK cereal firm Weetabix, a deal first announced in May.
Bright Food chairman Zongnan Wang said the agreement was a "landmark acquisition" for the Chinese company.
"Bright Food will increase the level of investment in Weetabix brands and product innovation to facilitate its development in the international markets. In particular, Bright Food is committed to leveraging its resources and extensive experience across all aspects of the food industry to underpin Weetabix’s expansion in Asia, in particular China," he said. "We are confident that with support from Bright Food, Weetabix's sales in China will outperform the growth of the Chinese cereal market."
Weetabix's previous owner, private-equity firm Lion Capital, was equally upbeat, with partner Lyndon Lea insisted he was "excited" about partnering with Bright Food "in extending the track record of growth that Weetabix has posted over the years".
Lion Capital and Weetabix's management will own the remaining 40% of the company. And while Weetabix CEO Giles Turrell was confident about the company's prospects, he hinted at the challenge that could lie ahead in China when he talked of developing "additional products which cater for the Chinese market".
As just-food reported when the deal was first announced in May, it remains early days for breakfast cereal in China. Ready-to-eat cereals, consumed with cold milk, have not been widely accepted by Chinese consumers.
Could Weetabix's Ready Brek brand, then, be the one to push and build on in China?
Nelson Peltz is not letting go. The US billionaire investor is continuing in his quest to get PepsiCo to split in two - and has reportedly suggested a proxy battle with the company could be on the hor...
just-food has launched a section on its website dedicated to interviewing internationally-ambitious small- and medium-sized enterprises. ...
The boom in demand for dairy products in emerging markets has been underlined by the latest data on the largest companies in the industry....
Argibusiness giant Archer Daniels Midland today (7 July) announced its biggest acquisition to date with a US$2.99bn deal to buy Wild Flavors and will be hoping the Swiss firm's portfolio of natural in...
- On the move: What's in store from Tesco's new CEO?
- Focus: Lindt plays safe with Russell Stover buy
- just the answer: Birds Eye UK Margaret Jobling
- Comment: ConAgra failing to address core issues
- On the money: Steady as she goes at Cloetta
- Ferrero seals deal for hazelnut firm Oltan
- Campbell issues warning on 2014/15 fiscal year
- Premier launches Oxo pots range in UK
- Universal Robina to buy biscuit firm Griffin's
- Genius secures listings in French supermarkets