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Weetabix launches Alpen Bar range aimed at growing Chinese market

The Weetabix Food Company is launching a range of Alpen Cereal Bars, the first Weetabix products designed specifically for Chinese consumers. The range, which includes a Green Tea and Chocolate flavoured Alpen Bar, is the direct result of an extensive research programme amongst Chinese families and was developed at Weetabix’s food labs in Burton Latimer.

With the growth of the cereal and cereal bar market in China currently outpacing Europe and the USA[1], convenience and health are important trends for the Chinese consumer. The new Alpen Bar range, comprised of six new flavours, is aimed at young professionals who lead busy lifestyles and who are looking for high quality, imported goods.

Wheat sourced from within a 50 mile radius of the Weetabix Food Company’s factory in Burton Latimer, Northamptonshire, is a key ingredient in the new Alpen Bars that will be manufactured on site in the UK and shipped to Shanghai for distribution across 2,000 stores.

Giles Turrell, CEO, Weetabix Food Company, says: “We are very excited about the opportunity for our brands in the Chinese breakfast cereal and snacking market and will continue to invest in our products, adapting where relevant, to allow us to build a successful long term future. International expansion provides exciting new opportunities for our staff, and such innovation helps to secure jobs at our Corby and Burton Latimer sites in the UK by growing our markets”

Investment from Bright Foods has created a global partnership that is helping the Weetabix Food Company to grow internationally, in addition to giving the Company access to a distribution network across China alongside local knowledge and expertise. Weetabix brands are already stocked across 2,000 stores in the Shanghai area with extended coverage planned over the next few years. These products are currently aimed at women who want to give their families a healthy, high quality and convenient start to the day.

The Weetabix Food Company now exports from the UK to over 80 countries, in addition to successful joint ventures in North America and Africa.

Weetabix Chinese Logo

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