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Weetabix Welcomes Acquisition by Post Holdings, Inc.
£1.4 billion deal reflects international strength of Weetabix brand
The Weetabix Food Company, owners of one of Britain’s leading cereal brands, today welcomed the news that it is to be acquired by Post Holdings, Inc., a consumer packaged goods holding company. The deal values Weetabix at £1.4 billion.
The acquisition comes on the back of the growth in Weetabix’s UK market share for cereals and drinks, rising from 15.3% to 16.4%, in the past year as consumers look for more nutritious, tasty and convenient breakfast choices.
Post Holdings, Inc., headquartered in St. Louis, Missouri, USA, is a consumer packaged goods holding company with a broad product portfolio across food including ready-to-eat cereal, value-added egg products, protein shakes, bars and powders, peanut and other nut butters, and granola. Through its Post Consumer Brands business, Post Holdings is a leader in the North American ready-to-eat cereal category. The combination of Post and Weetabix will boost international growth opportunities on both sides.
News of the acquisition was welcomed by Giles Turrell, CEO of Weetabix Food Company, who said:
“Today’s deal is great news for the team at Weetabix and all those who love our brands. The past five years have seen us increase our branded sales at home and overseas. Post is a leader within its markets and shares our commitment to providing great tasting nutritious products for the whole family. I’m confident they will help us open doors for continued expansion.”
Alongside Weetabix, the UK’s most trusted and recommended cereal, the Weetabix Food Company also produces popular breakfast brands including Weetabix Minis, Alpen and Weetos.
In 2014, it launched a breakfast drinks business, Weetabix On The Go. This has grown rapidly, with sales of more than £15m in 2016. As a standalone brand, it would now be in the top 20 breakfast brands in the UK, having grown 70% in 2016.
Weetabix is headquartered in Burton Latimer, Northamptonshire. In the UK it has factories in Burton Latimer and Corby. It also has operations in North America, South Africa, Germany and Spain. Weetabix is majority owner of a joint venture in Kenya that serves the African market and Weetabix Food Company exports its brands to more than 90 countries around the world.
In recent years, Weetabix has seen strong growth in China which is now its third-largest market after the UK/Ire and North America. Post Holdings has agreed in principle to establish a joint venture with previous owners the Bright Food Group and Barings Private Equity Asia to manage the Chinese operations.
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For further information, photography or any other images, please contact:
The Weetabix Press Office at Good Relations
E: Weetabix@goodrelations.co.uk, T: 020 7861 2547
Notes to editors
Weetabix Food Company makes Weetabix, the UK’s number one selling, most trusted and most recommended cereals. It is home to some of Britain’s most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready Brek, Weetos and the popular Alpen bars.
Weetabix Food Company has been proudly fuelling families around the world for over 80 years with nutritious cereals and snacks produced in Burton Latimer and Corby. The company which has its global headquarters in Northamptonshire, operates across North America, South Africa, Kenya Germany and Spain and exports to more than 90 countries around the world.