New Delhi, April 30
Leading British cereal manufacturer Weetabix Food Company was
launched by Brandsmith at the British High Commissioner's Residence
in 1932, Weetabix Food Company is based in rural Northamptonshire
with 5 plants in the UK and other sites located in USA , South
Africa and Kenya . With total annual global sales of $780 million,
the product portfolio includes brands such as Weetabix, Alpen,
Oatibix, Ready brek, Weetos. In the UK , Weetabix Original is the
brand leader in a $2.5 billion UK breakfast cereal market.
Weetabix Food Company's USP is it's wholegrain product portfolio as
all the brands of the Weetabix Food Company are founded on
wholegrain goodness.Weetabix Original is a low fat, low sugar, low
salt, high fibre food. Exporting to over 80 countries, with total
export business of $70 million, Weetabix products would now be
available in India through key distributors along with whom Weetabix
would be investing to effect a structured sales and marketing
approach to the India market.
Indian cereal market currently around 20 million USD and growing at
9% per annum, Weetabix's target is 10% of the market share by 2008.
Targeting 40 major metros and 4000 stores with exciting launch plans
to include trade promotions & product sampling, leading
promotions & brand management company Brandsmith has been roped
"We are excited at the proposition of making Weetabix a natural
breakfast choice in India & would be working hard towards it.
Weetabix will be facing strong competition from companies like US
Kellogs and Post and Indian Baggry and we are ready for it, "
said Rahul Mittra, CEO Brandsmith.
After carying out extensive research, Weetabix has finally come to
India, which would be the 3rd largest grocery food market in the
world. "With over half of India's population under the age of
25 and wheat being a staple food in both UK and India & fresh
milk being freely available, we are very optimistic about Weetabix,s
success in India," said Beth Langley, Manager-Exports Asia
Pacific, Weetabix Food Company.
"Weetabix will have an advantage as all its products are wheat
and wholegrain based and that will also reflect in the companys
promotion plan which will capitalize on wholegrain wheats
advantages, " said Puneet Gupta of Lcomps, the distributors of
Weetabix in India.
"We recently launched a Disney product range for kids in UK
and are eager to introduce the same in India," disclosed Anndy
Harris, International commercial manager Weetabix Food Company.