Weetabix Food Company, Britain’s number one selling cereal brand, has announced a £30 million capital investment programme across its UK manufacturing sites in Burton Latimer and Corby.
The creation of new production capacity by 2018 will significantly raise volumes to match rising sales of the iconic Weetabix biscuits both at home and overseas. The investment will see new jobs created, swelling Weetabix’s global workforce.
The investment comes on the back of Weetabix’s UK market share for cereals and drinks rising from 15.3% to 16.4% in the past year as British shoppers look for more nutritious, tasty and convenient breakfast choices.
The creation of further production capability in Burton Latimer and Corby by 2018 will allow Weetabix to match consumer demand for its popular breakfast cereals. The launch of Weetabix Protein added £7 million to sales in 2016, and was the biggest new cereal launch in the category.
The news was welcomed by Philip Hollobone MP for the Kettering Constituency: “As someone who eats Weetabix every day I am delighted at this new investment in the local economy and am confident that Weetabix has a bright future ahead of it.”
Giles Turrell, CEO of Weetabix Food Company said: “We’ve consistently bucked the market, through our innovation and focus on nutritionally strong products that taste great. We have been successful in increasing our sales of brands such as Weetabix and Alpen, with consumers trusting us to deliver best in class nutrition and taste.”
Alongside cereals, Weetabix runs a thriving breakfast drinks business, Weetabix On the Go, has grown rapidly, recently selling its 18 millionth bottle. As a standalone brand it would now be in the top 20 breakfast brands having grown 70% in 2016.