Last year, the Weetabix chief executive said its Chinese breakfast foods are likely to be hot and savoury, in keeping with local tastes. Even though Weetabix made its name in cereal, the new products in China may not necessarily be cereals. Currently, its cereal bars are gaining popularity, thanks to their on-the-go convenience, which fits the busy lifestyle of many consumers.
Looking ahead, Weetabix is investigating new products such as green tea cereal, and less-sweet varieties that appeal to Chinese tastes. For now, the company will put a lot of marketing emphasis on its made-in-UK heritage and nutritional value because Chinese consumers are concerned about food purity and often perceive non-Chinese brands as safer.
Weetabix faces local competition from companies that are already marketing breakfast foods linked to the latest trends. One Chinese company makes cereal from black grains--tapping into the health associations with this colour. Another emerging food fad involves adding protein by adding peas to breakfast products. What's next for cereal marketing?
