Weetabix has launched a range of Alpen cereal bars in China developed specifically for local consumers.
The range includes a green tea and chocolate flavoured bar along with five other flavours. It is aimed at “young professionals who lead busy lifestyles and who are looking for high quality, imported goods”, Weetabix, which is majority-owned by China’s Bright Food, said.
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The bars will be manufactured at Weetabix’s Burton Latimer site in the UK before being shipped to Shanghai for distribution across 2,000 stores.
Weetabix CEO Giles Turrell said: “We are very excited about the opportunity for our brands in the Chinese breakfast cereal and snacking market and will continue to invest in our products, adapting where relevant, to allow us to build a successful long term future. International expansion provides exciting new opportunities for our staff, and such innovation helps to secure jobs at our Corby and Burton Latimer sites in the UK by growing our markets.”
Bright acquired 60% of Weetabix in 2012.
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