EXECUTIVE INSIGHT
From its inception , Weetabix , the low-in-sugar and high-infibre beloved British breakfast food has embodied sustainability and nutrition .
First produced in a disused flour mill in Burton Latimer , reusing vital manufacturing infrastructure , Weetabix was sold nationwide after World War Two to provide nutritional , wholegrain goodness for the recovering nation . During the 50s , 60s and 70s Weetabix exploded in popularity as a healthy ingredient that went beyond breakfast , expanding outside the UK and releasing new products like Alpen .
Since then the brand has introduced protein drinks , oat alternatives and chocolate cereal renditions – all powered by natural , responsibly sourced wheat and loyal engagement with local farmers .
Weetabix has built its business on the importance of wheat and it understands its future is under threat . While wheat yields in the UK have been largely resilient to weather-related changes over the past thirty years , the future security of the nation ’ s most widely grown food crop is uncertain .
Extreme wet and dry conditions due to climate change can impact production . India ’ s wheat harvest for example has shrunk in the past two years due to severe heat waves , putting farmers ’ livelihoods and the nation ’ s food supply in jeopardy .
With this in mind , Weetabix has fortified its manufacturing commitments to sustainability and nutrition . Leading this transformation is Rui Ascensao , Head of Manufacturing at Weetabix .
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