EXCEEDRA CASE STUDY: WEETABIX Weetabix strengthen trade promotions process and systems to achieve visibility, control and ROI. Company Profile The company was formed in 1932 when it established its first production site at Burton Latimer and remained a family controlled company until 2003 when it was acquired by Lion Capital. Now 60% owned by Bright Food (Group) Co. Ltd, the UK based cereal manufacturer currently exports to 80 countries worldwide and is the second largest cereal producing company in the UK and number one cereal brand with a presence in over 50% of UK households. The Weetabix Group turnover stands at £418m with £382m in its domestic market and remains the leading cereal brand in the UK with a share of about 8%. It has maintained its position with product launches,

Join for free to read