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China's Bright Food may claim first European 'beachhead' with Weetabix, but others could be lurking
date:Apr 27, 2012
it acquired Wedel in Poland from Kraft.
The acquisition of Weetabix would expand Bright's holdings into a number of new markets and give the company springboards) for its other products.
Bringing Weetabix to Asia may be more problematic as Asian consumers have not yet completely adapted to 'western' cold cereal traditions.
However, she said hot cereal may prove an easier transition from congee (traditional Chinese hot breakfast food) to morewesternizedbreakfast formats.
This is not the first ti

12/20 12:32