The Sunny-Bisk wheat biscuit cereal is to be relaunched in the UK in a bid to gain market share from the market leader Weetabix, recently acquired by US-owned private equity group Hicks, Muse, Tate & Furst.

Though it has been UK grocery shelves since 1933, Sunny-Bisk has had a relatively low profile in recent years, as manufacturer Grain Health Foods admitted. CEO Alk Brand said the company is set to change that with new packaging, a new positioning and a full promotional support package.

Sunny-Bisk is targeting its promotional resources at the grey market. It has pledged its support to the Help the Aged charity, to which it is donating 5% of retail sales.

Grain Health Foods (GHF) is a joint venture between two companies: Sanitarium Health Food Company of Australia & New Zealand and Pioneer Foods of South Africa. The company was started in 1997 by Sanitarium and in 1999, Pioneer Foods bought 50% of the company.