Weetabix

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This article is about the breakfast cereal known as "Weetabix". For the company which produces it, see Weetabix Limited.
Weetabix logo

Weetabix is a whole grain wheat breakfast cereal produced by Weetabix Limited in the United Kingdom. It comes in the form of palm-sized (rounded rectangles approx. 9.5 cm × 5.0 cm or 4" × 2") biscuits. Variants include organic and Weetabix Minis (bite-sized) versions.[1] The UK cereal is manufactured in Burton Latimer, Northamptonshire, and in Canada and exported to over 80 countries.[2] Weetabix for the North American market (Canada and the U.S) is manufactured in Cobourg, Ontario, in both organic and conventional versions.

Weetabix is made from whole grain wheat and the version sold in the United Kingdom has 3.8 g of fibre in a 37.5 g serving (2 biscuits).[3] The product sold in North America has 4 grams of fibre in a 35 g serving.[4]

History[edit]

Main article: History of Weet-Bix

Weetabix was invented in Australia in the 1920s by Bennison Osborne. He and New Zealand partner Malcolm Macfarlane sold the Australian and New Zealand rights for "Weet-Bix" to Sanitarium Health Food Company in 1930. Osborne and Macfarlane then formed the "British & African Cereal Company Pty. Ltd.", and began exporting the product to South Africa. Production began in 1932 in an unused gristmill at Burton Latimer, near Kettering.[5] When they introduced the product to the British market they renamed the product "Weetabix". In 1936, the name of the company was changed to Weetabix Limited.

Weet-Bix are currently marketed in Australasia and South Africa by Sanitarium. The product was introduced to North America in 1967, when Weetabix Limited began exporting the product to Canada. The United States followed in 1968.[6]

On May 3, 2012 Bright Food announced it will take a 60% stake in Weetabix in a deal that values the company at £1.2bn.[7]

Two Weetabix in a bowl

Advertising[edit]

In the 1980s, Weetabix advertising anthropomorphized the biscuits, representing a group of 'street-wise' young teens, beginning as 'skinheads'. Their appearances on the packaging and associated publicity featured catch phrases such as "titchy breakfast cereals" to describe rivals, with the response "Neet Weet Mate", "OK!".[citation needed] The lead Weetabix was voiced by Bob Hoskins.

Weetabix was the title sponsor of the Women's British Open for two decades, from 1987 through 2006. It became a women's major golf championship in 2001.

In 1981, Weetabix aired an advertisement entitled 1, which showed a big "1" as a crop circle-like figure in a field [8]

Variants[edit]

Weetabix Minis[edit]

Weetabix Minis are essentially a sweeter 'bite-size' version of the standard Weetabix biscuits, with various additions depending upon the variety - 'chocolate', 'banana', 'fruit & nut' and 'honey & nut'.

Outside of the UK, the cereal has been relaunched and renamed at least twice in a relatively short period of time following their launch. Previously, they were known as Fruitibix, Bananabix and Chocobix (depending upon the additions), then as Minibix.

Organic[edit]

Organic versions of Weetabix are sold in various countries.

Oatibix[edit]

Main article: Oatibix

Oatibix is similar to Weetabix, but is based on whole grain oats instead of wheat.

Weetabix Chocolate[edit]

Weetabix launched a chocolate-powder infused version of the original Weetabix in the UK on July 2010 in a 24 pack size.

Weetabix Chocolate Spoonsize[edit]

A smaller-sized Weetabix biscuit with cocoa and chocolate chips.

Weetabix Baked with Golden Syrup[edit]

A sweeter form of the Weetabix biscuit which is baked with golden syrup.


See also[edit]

References[edit]

  1. ^ "Weetabix Range". Weetabix Ltd. Retrieved 2007-07-02. "there's now an even bigger range of Weetabix cereals for you to try, including Weetabix, Weetabix Gold, Weetabix Minis and Weetabix Organic." 
  2. ^ "The Weetabix Food Company". Weetabix.co.uk. Retrieved 2010-06-08. 
  3. ^ "The Weetabix Food Company". Weetabix.co.uk. Retrieved 2010-06-08. 
  4. ^ "Weetabix Breakfast Cereal". weetabixusa.com. Retrieved 10 March 2013. 
  5. ^ Industrial history from the air by Kenneth Hudson
  6. ^ "Weetabix Ltd - About Us". Weetabix.co.uk. Retrieved 2010-06-08. 
  7. ^ "Weetabix bought by China's Bright Food". bbc.co.uk. Retrieved 2012-05-03. 
  8. ^ http://www.tv-ark.org.uk/mivana/mediaplayer.php?id=2752d9b8435c3f53952182940d6f592d&media=weetabix_1981&type=mp4

External links[edit]