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Post Holdings acquires Weetabix for £1.4bn

Weetabix
Acquisition   Weetabix is headquartered in Burton Latimer

Post Holdings, a Missouri, U.S. based cereals brand, acquired Weetabix for £1.4bn.


The Buyout saw ownership of Weetabix pass from Chinese Conglomerate Bright Foods, which has presided over rising sales of the companies cereals brands in China - now Weetabix’s third largest market, after UK/Ireland and North America.

Bright Foods bought Weetabix just four years ago, and announced plans to sell the brand on in December 2016.

In the UK, Weetabix’s market share for cereals and drinks has risen from 15.3% to 16.4% in the past year, which the company has put down to consumers seeking out more nutritious and convenient breakfasts.

Weetabix is headquartered in Burton Latimer, Northamptonshire.

In the UK it has factories in Burton Latimer and Corby, and has pledged to use only wheat from UK farmers, and from as close as possible to its production plant in Northamptonshire.

The company also has operations in North America, South Africa, Germany, Kenya and Spain, and exports to over 90 countries worldwide.


 

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