Weetabix
Part of Post Holdings
Engaged Employer
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Weetabix Snapshot
Weetabix has been part of Great Britain's breakfast for nearly 80 years. Venturing beyond the Isles, the food maker has extended its reach to now sell its flakes and muesli in more than 80 countries. The company's breakfast cereals include its flagship brand Weetabix (a UK version of shredded wheat), Weetos, Ready brek, Alpen, and Oaty. The Weetabix brand accounts for about 8% of the UK's total cereal sales. Weetabix products jockey for space on store shelves alongside cereals made by US cereal behemoths General Mills and Kellogg. But Weetabix faces other foes as well, such as private-label cereals, ever more popular cereal bars, and busy people who skip breakfast. Lion Capital owns Weetabix.
