New Delhi, April 30 Leading British cereal manufacturer Weetabix Food Company was launched by Brandsmith at the British High Commissioner's Residence yesterday. Founded in 1932, Weetabix Food Company is based in rural Northamptonshire with 5 plants in the UK and other sites located in USA , South Africa and Kenya . With total annual global sales of $780 million, the product portfolio includes brands such as Weetabix, Alpen, Oatibix, Ready brek, Weetos. In the UK , Weetabix Original is the brand leader in a $2.5 billion UK breakfast cereal market.

Weetabix Food Company's USP is it's wholegrain product portfolio as all the brands of the Weetabix Food Company are founded on wholegrain goodness.Weetabix Original is a low fat, low sugar, low salt, high fibre food. Exporting to over 80 countries, with total export business of $70 million, Weetabix products would now be available in India through key distributors along with whom Weetabix would be investing to effect a structured sales and marketing approach to the India market.

Indian cereal market currently around 20 million USD and growing at 9% per annum, Weetabix's target is 10% of the market share by 2008. Targeting 40 major metros and 4000 stores with exciting launch plans to include trade promotions & product sampling, leading promotions & brand management company Brandsmith has been roped in.

"We are excited at the proposition of making Weetabix a natural breakfast choice in India & would be working hard towards it. Weetabix will be facing strong competition from companies like US’ Kellogs and Post and Indian Baggry and we are ready for it, " said Rahul Mittra, CEO Brandsmith.

After carying out extensive research, Weetabix has finally come to India, which would be the 3rd largest grocery food market in the world. "With over half of India's population under the age of 25 and wheat being a staple food in both UK and India & fresh milk being freely available, we are very optimistic about Weetabix,s success in India," said Beth Langley, Manager-Exports Asia Pacific, Weetabix Food Company.

"Weetabix will have an advantage as all its products are wheat and wholegrain based and that will also reflect in the company’s promotion plan which will capitalize on wholegrain wheat’s advantages, " said Puneet Gupta of Lcomps, the distributors of Weetabix in India.

"We recently launched a Disney product range for kids in UK and are eager to introduce the same in India," disclosed Anndy Harris, International commercial manager Weetabix Food Company.