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Sales Of Processed Breakfast Cereals Sag In The U.K., But Pick Up Steam In China

May 16, 2012: 10:55 AM EST
The acquisition of a majority stake in U.K. cereal company Weetabix by a Chinese firm comes at just the right time. Sales of breakfast cereals in Great Britain have begun to sag after more than a hundred years of growth, thanks perhaps to growing consumer awareness of the dearth of nutritional value in highly processed corn and wheat flakes. Expansion into foreign markets offers a major – perhaps the only – avenue of growth for the beleaguered products. The Grocer, a British trade publication, says sales of eight of the 10 most popular cereal brands dropped sharply in 2010-2011, as people turned to cheaper store brands and healthier cereal products. Even more telling: processed cereals lost ground in the overall breakfast foods category.
Jon Henley, "Flaking out: is our taste in breakfast cereal changing?", guardian.co.uk, May 16, 2012, © Guardian News and Media Limited
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