Post Holdings acquires Weetabix in a $1.8 billion deal

By Catherine Rowell

Sixty percent owned by Chinese company Bright Food since 2012, originating UK based cereal Weetabix is set to be acquired by US company Post Holdings for $1.8 billion. The deal signals Bright Food’s struggle to appeal to Chinese consumers, who prefer hot rice meals over the UK staple.  

Post Holdings is currently the third largest cereal firm in the US, so it is only clear that this acquisition will further cement the company’s international presence and market growth across the board, beating General Mills, Nestle and PepsiCo to the deal.

Weetabix remains one of the most popular cereal brands in the UK since its establishment in Northamptonshire in the 1930s. Previously a family-owned business until 2004, the cereal is currently exported internationally, with factories in the US, Europe and Africa.

Rob Vitale, Post Holding’s President and Chief Executive, said: “We have long admired Weetabix as a leader in cereal and believe it will be a fantastic strategic fit within Post. Combining together two category leaders continues our strategy of strengthening our portfolio in stable categories and diversifying into new markets, bringing much-loved brands to significantly more customers globally. We are excited about the growth opportunities that this acquisition brings.”

Weetabix’s Director of Marketing Sally Abbott will consequently become Managing Director of Weetabix UK and Ireland, in addition to Chief Executive Giles Turrell, who will become company Chairman. He said, “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.”

Follow @BizReviewUSA and @NellWalkerMG

Read the April issue of Business Review USA & Canada here 


Featured Articles

Sustainability, ESG, net zero in focus at must-attend event

Sustainability takes centre stage at two-day hybrid conference featuring thought leaders covering circular economy, scope 3, ESG, B Corp, net zero, DE&I

Must-attend sustainability events for executives in 2022/23

Discuss and debate the most pressing issues around sustainability at these nine executive events – from London to Abu Dhabi, San Diego to Singapore

Meet the CEO on a mission to nurture women leaders in Africa

The argument for women leaders in Africa is compelling, yet numbers are small. But one female leader is on a mission to change that – Awamary Lowe-Khan

BCG's Daniel Weise on supply chain and procurement strategy

Leadership & Strategy

Flexible work perks heat up as the war on talent rages

Human Capital

Meet the COO: Former Israel Defense Force cyber lead Parnes

Technology & AI