Weetabix snapped up by Post Holdings
Catalyst identified Weetabix’s purchase by the US company Post Holdings in a deal worth £1.4bn as its second top food and drink acquisition this year.
Catalyst said the acquisition was an example of a cross border deal that had succeeded where an earlier one did not.
“When Shanghai-based Bright Food bought Weetabix [in 2012], it had hoped the cereal would become popular in China as part of a general trend towards more western eating habits,” said Catalyst.
“However, while sales of Weetabix have risen in China, market share has disappointed as traditional rice and steamed bread remain popular breakfast staples.”
