![]() ![]() Weetabix launched a chocolate-powder infused version of the original Weetabix in the UK in July 2010 in a 24 pack size.Ī smaller-sized Weetabix biscuit with cocoa and chocolate chips. Organic versions of Weetabix are sold in various countries. Previously, they were known as "Fruitibix", "Bananabix" and "Chocobix" (depending upon the additions), later as "Minibix", then as "Weetabix Minis". The bitesize versions of Weetabix have been renamed several times since their original launch. As of 2020, the varieties available in the UK are ' chocolate', ' banana' and ' fruit & nut'. ![]() Weetabix Crispy Minis are a sweeter 'bite-size' version of the standard Weetabix biscuits, with various additions depending upon the variety. Variants Weetabix Crispy Minis Weetabix Crispy Minis (fruit & nut variety) with dessert spoon for scale. It became a women's major golf championship in 2001. Weetabix was the title sponsor of the Women's British Open golf tournament for two decades, from 1987 until 2006. The giant states: “Fee fi fo fum, I smell the blood of an Englishman”, with Jack responding: “Fee fi fo fix, I’ve just had my Weetabix”, resulting in the giant quickly leaving the room. In 2017, the campaign was reintroduced, with a reference to the English fairy tale Jack and the Beanstalk with actors Isaac Benn portraying Jack and Christopher Brand the Giant. This was used to humorous effect in a variety of adverts re-imagining the outcome of fairy tales and historic events. ĭuring the 1990s, the brand was advertised with the slogan "Have you had your Weetabix?', based on the idea that someone who had eaten Weetabix would be filled with unbeatable strength and energy, causing those who oppose them to flee out of self-preservation. The lead Weetabix known officially as "Dunk" was voiced by Bob Hoskins. ![]() 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!". In British advertising in the 1980s, Weetabix anthropomorphized the biscuits, representing a group of 'street-wise' young teens, beginning as 'skinheads'. On 18 April 2017, it was announced that the American company Post Holdings would buy the company from Bright Food. Baring Private Equity Asia acquired the remaining 40% from Lion Capital in 2015. On Bright Food announced it was taking a 60% stake in Weetabix in a deal that values the company at £1.2bn. The product was introduced to Canada in 1967, when Weetabix Limited began exporting the product to Canada. Weet-Bix is currently marketed in Australasia by Sanitarium and South Africa by Bokomo. In 1936, the name of the company was changed to Weetabix Limited. The company commenced business in England in 1932 in an unused gristmill at Burton Latimer, near Kettering. While in South Africa, Osborne modified his Weet-Bix recipe and with Macfarlane, obtained private funding and began the development of a new company, The British and African Cereal Company Limited, naming the new company's product Weetabix. ![]() Osborne and Macfarlane then went to South Africa where Arthur Shannon, the owner of Grain Products, funded another Weet-Bix factory. To both Osborne's and Macfarlane's disappointment, Grain Products sold both its Australian company (in 1928) and then its New Zealand company (in 1930), to the Sanitarium Health Foods Company. Weet-Bix was introduced in Australia through the company “Grain Products Limited” in the mid-1920s, with funding from businessman Arthur Shannon and marketing assistance from Osborne's New Zealand friend Malcolm Macfarlane. Both Weet-Bix and Weetabix were invented by Bennison Osborne, an Australian. Produced in the UK since 1932, Weetabix is the British version of the original Australian Weet-Bix. ![]()
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