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216:. Both Weet-Bix and Weetabix were invented by Bennison Osborne, an Australian. 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. 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
220:. Osborne and Macfarlane then went to South Africa where Arthur Shannon, the owner of Grain Products, funded another Weet-Bix factory. 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. The company commenced business in England in 1932 in an unused
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During 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. This was used to humorous effect in a
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with actors Isaac Benn portraying Jack, and
Christopher Brand, the Giant. 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.
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The bitesize versions of
Weetabix have been renamed several times since their original launch. Previously, they were known as "Fruitibix", "Bananabix" and "Chocobix" (depending upon the additions), later as "Minibix", then as "Weetabix Minis".
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the biscuits, representing a group of 'street-wise' young teens, beginning as 'skinheads'. Their appearances on the packaging and associated publicity featured various catchphrases. The lead
Weetabix known officially as "Dunk" was voiced by
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Weetabix Crispy Minis are a sweeter 'bite-size' version of the standard
Weetabix biscuits, with various additions depending upon the variety. As of 2020, the varieties available in the UK are '
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Weetabix is extending its product range with the pounds 10m launch of banana-flavoured cereal
Bananabix. The new brand is the first for Weetabix since it introduced Frutibix in 1997.
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protein granules was introduced in the UK in April 2016, available in three forms, the standard biscuit shapes, as well as regular and chocolate flavour "Crunch" pipe shapes.
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variety of adverts re-imagining the outcome of fairy tales and historic events. In 2017, the campaign was reintroduced, with a reference to the
English fairy tale
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by
Sanitarium and South Africa by Bokomo. The product was introduced to Canada in 1967, when Weetabix Limited began exporting the product to
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there's now an even bigger range of
Weetabix cereals for you to try, including Weetabix, Weetabix Gold, Weetabix Minis and Weetabix Organic.
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Cereals in the Range
Weetabix Minis Chocolate Crisp, Weetabix Minis Fruit & Nut Crisp, Weetabix Minis Honey & Nut Crisp
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Chris Fillm (2002). "Marketing Communications: Contexts, Strategies, and Applications". p. 516. Financial Times Prentice Hall
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Weetabix launched a chocolate-powder infused version of the original Weetabix in the UK in July 2010 in a 24 pack size.
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acquired the remaining 40% from Lion Capital in 2015. On 18 April 2017, it was announced that the American company
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This article is about the breakfast cereal known as "Weetabix". For the company which produces it, see
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announced it was taking a 60% stake in Weetabix in a deal that values the company at ÂŁ1.2bn.
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Produced in the UK since 1932, Weetabix is the British version of the original Australian
152:. It comes in the form of palm-sized (approx. 9.5 cm Ă— 5.0 cm or 4" Ă— 2") wheat
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577:- a similar product, formerly manufactured by Loma Linda Foods in Riverside, California.
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and Weetabix Crispy Minis (bite-sized) versions. The UK cereal is manufactured in
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Weetabix Crispy Minis (fruit & nut variety) with dessert spoon for scale.
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Available in three delicious flavours Chocolate Chip Fruit and Nut Banana
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in a 37.5g serving (2 biscuits) (10.1% by weight). The product sold in
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232:. In 1936, the name of the company was changed to Weetabix Limited.
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A smaller-sized Weetabix biscuit with cocoa and chocolate chips.
808:"Weetabix launches ÂŁ10m campaign with Jack and the Beanstalk ad"
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599:"Weetabix Crispy Minis - Irresistible Bitesize Cereal Chunks"
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A sweeter form of the Weetabix biscuit which is baked with
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versions of Weetabix are sold in various countries.
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has 4g of fibre in a 35g serving (11.4% by weight).
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295:golf tournament for two decades, from 1987 until
270:In British advertising in the 1980s, Weetabix
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449:. Unsourced material may be challenged and
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513:Learn how and when to remove this message
759:"Weetabix bought by China's Bright Food"
395:A banana-flavoured version of Weetabix.
262:would buy the company from Bright Food.
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291:Weetabix was the title sponsor of the
571:- another wheat-based biscuit cereal.
7:
447:adding citations to reliable sources
829:"Weetabix ad spend over pounds 25m"
785:"Weetabix to be sold to US company"
544:in August 2006. It was invented by
235:Weet-Bix is currently marketed in
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1256:Food brands of the United Kingdom
831:. 21 October 1999. Archived from
529:Oatibix and milk, with cereal box
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679:. Weetabix.co.uk. Archived from
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379:Weetabix Baked with Golden Syrup
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724:Industrial history from the air
218:Sanitarium Health Foods Company
860:. Weetabix Ltd. Archived from
601:. Weetabix Ltd. Archived from
1:
565:- sugar-coated wheat pellets
371:Weetabix Chocolate Spoonsize
1261:Products introduced in 1936
703:"Weetabix Breakfast Cereal"
677:"The Weetabix Food Company"
655:"The Weetabix Food Company"
540:that was introduced in the
403:A version with added wheat
103:; 92 years ago
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787:. BBC News. 18 April 2017.
256:Baring Private Equity Asia
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186:. UK Weetabix has 3.8g of
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737:"Weetabix Ltd - About Us"
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26:Not to be confused with
1010:Peter Pan peanut butter
301:major golf championship
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299:. It became a women's
285:Jack and the Beanstalk
179:Weetabix is made from
978:Honey Bunches of Oats
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316:Weetabix Crispy Minis
935:Post Consumer Brands
443:improve this section
293:Women's British Open
927:Post Holdings, Inc.
563:Frosted Mini-Wheats
208:History of Weet-Bix
156:. Variants include
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1161:C.W. Post (cereal)
993:Marshmallow Mateys
948:Chips Ahoy! Cereal
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363:Weetabix Chocolate
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247:followed in 1968.
54:A bowl of Weetabix
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1212:Clarence Birdseye
864:on 1 March 2009.
726:by Kenneth Hudson
705:. weetabixusa.com
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628:"Weetabix Range"
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605:on 4 August 2018
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538:breakfast cereal
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399:Weetabix Protein
166:Northamptonshire
146:Weetabix Limited
142:breakfast cereal
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84:Weetabix Limited
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64:Breakfast cereal
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814:. 9 March 2017.
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1181:Walter Baker
1098:Attune Foods
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1040:Waffle Crisp
963:Golden Crisp
865:
862:the original
852:
844:
837:. Retrieved
833:the original
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767:. Retrieved
765:. 3 May 2012
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741:. Retrieved
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603:the original
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385:golden syrup
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144:produced by
137:
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60:Product type
1020:Raisin bran
988:Malt-O-Meal
953:CoCo Wheats
943:Bran flakes
277:Bob Hoskins
266:Advertising
252:Bright Food
237:Australasia
181:whole-grain
1245:Categories
1202:C. W. Post
1141:Alpha-Bits
1072:Ready Brek
983:Honey Ohs!
968:Grape-Nuts
582:References
503:March 2023
473:newspapers
462:"Weetabix"
206:See also:
98:Introduced
1146:Birds Eye
1121:(grocery)
1119:Bob Evans
1035:Uncle Sam
1030:Shreddies
973:Honeycomb
430:does not
330:chocolate
230:Kettering
222:gristmill
1230:Category
1125:PowerBar
1077:Weetabix
1000:Oreo O's
839:24 April
763:BBC News
709:10 March
609:24 April
558:Weet-Bix
552:See also
311:Variants
214:Weet-Bix
194:and the
154:biscuits
138:Weetabix
34:Weetabix
28:Weet-Bix
1190:Related
1166:Erewhon
1005:Pebbles
575:Ruskets
534:Oatibix
487:scholar
451:removed
436:sources
411:Oatibix
357:Organic
352:Organic
336:' and '
243:. The
228:, near
202:History
174:Ontario
170:Cobourg
158:organic
148:in the
124:Website
116:Markets
106: (
90:Country
1171:Jell-O
1134:Former
1082:Weetos
1015:Postum
743:8 June
687:8 June
661:8 June
634:2 July
489:
482:
475:
468:
460:
405:gluten
340:&
334:banana
241:Canada
192:Canada
1266:Wheat
1112:Other
1067:Alpen
769:3 May
536:is a
494:JSTOR
480:books
338:fruit
188:fibre
184:wheat
140:is a
70:Owner
841:2020
771:2012
745:2010
711:2013
689:2010
663:2010
636:2007
611:2020
466:news
434:any
432:cite
332:', '
305:2001
297:2006
196:U.S.
108:1932
101:1932
445:by
344:'.
342:nut
303:in
224:at
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590:^
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119:UK
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110:)
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23:.
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