Weetabix

Digestive health is fast becoming a priority for consumers, something the bakery industry can capitalise on. Pic: Beneo

Bakery innovation: Guest article

Digestive health drives bakery innovation

By Gill Hyslop

Dubbed a ‘mega-trend’ in 2010, heighted consumer awareness in gut-health continues to significantly influence product development and reformulation, says Katrien Lambeens, product manager at Beneo.

If Bright Food does acquire Weetabix in full it will inherit a 'stable of established international brands' and branding knowledge, says China Market Research (CMR) analyst

If Bright Food takes over Weetabix...

By Kacey Culliney

Bright Food will need to protect Weetabix’s UK brand heritage should speculation of a full buyout come true, says a China-based analyst.

Weetabix original cereal and Alpen cereal and bars are already sold in China, but the company has plans to launch new, market-adapted cereals within the next two years

Weetabix NPD for China underway

By Kacey Culliney

Weetabix has started to develop new products for China, focused on savory flavors and texture changes that will appeal to Chinese consumers, its global brand head says. 

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