What about Weetabix?

Weetabix has undergone a series of ownership changes as the packaged cereal marketers of the world try to change consumer behaviour regarding breakfast. In fact, the Weetabix UK website has a section titled 'Why bother with breakfast?' That sums up the marketing challenge for Weetabix at a time when many people skip breakfast or buy on the way to work/school or prefer handheld foods to cereals in a bowl. It's also a challenge gaining brand fans in markets where breakfast cereals aren't traditional.

Headquartered in Northamptonshire, Weetabix is the UK's largest cereal producer, and the wheat used in Weetabix is grown close to the company's home base. That's a plus, both for UK customers and others worldwide who like to know where their foods come from.

Weetabix was sold to a private equity firm in 2004, then resold to another private equity firm before Bright Food, a Chinese company, bought a majority stake in 2012.

Despite boosting Weetabix sales in the burgeoning market of China, consumer behaviour is slow to shift and traditional breakfast foods continue to be more popular than packaged cereals. So Bright Food decided to sell. And the buyer is US-based Post Holdings, which has a complementary set of packaged cereal products.

Weetabix's CEO says: 'The past five years have seen us increase our branded sales at home and overseas. I’m confident [Post] will help us open doors for continued expansion'.

With 611k Facebook followers, 19k Twitter followers and 11k Instagram followers, Weetabix is going social to keep its brand in the conversation and encourage consumption of packaged cereal. The Instagram description requests: 'Tag us is in your brekky snaps using #NeverendingBreakfast.'

Marketing cereal in China: Think green or black

Yes, Weetabix is marketing in China. The UK cereal company is now majority-owned by China's Bright Food business, and thanks to local knowledge, Weetabix's marketing plan calls for adding flavours and ingredients favoured by Chinese consumers.

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?