The unchallenging cereal cookie has failed to find prefer in the far east it couldnt compete with the pork buns. Nonetheless, it still has fans around the world

However much affection you feel for Weetabix, a product that, for me, will for ever be associated with the bumpy scraping of the loving maternal handkerchief, its not hard to understand why it has failed to win over those with no such fond childhood recollections. The cereals Chinese owner, Bright Foods which bought the brand in 2012 expressed his belief that the worlds most populous country was on the brink of a Damascene conversion in the breakfast department has sold it to US giant Post Holdings after failing to win over consumers. Frankly, its little wonder if I could walk out of my front entrance and find stallings selling fluffy barbecue pork buns, spicy hand-pulled noodles or crispy spring onion flapjacks, I wouldnt much imagination an unseasoned hunk of compressed grass either.

Perhaps if Chinese patrons had benefited from the most recent serving proposition on British package, encouraging consumers to put a Midlands spin on US favourite eggs benedict by switching a muffin for our nutritious Weetabix, things might have been different. Although, as one of the few people to have tried a desiccated wheat cookie topped with ham, poached eggs and hollandaise sauce, I doubt it.

Somewhat astonishingly, for a product without much discernible flavor, Weetabix is sold in more than 80 countries around the world, although the UK reports for 70% of sales. The company has joint ventures in South africans and Kenya( where it boasts the distinction of being east Africas resulting breakfast cereal ), and a manufacturing plant in Ontario to render the North American market. Although some US consumers, reared on the obvious charms of Froot Loops and Capn Crunch, express puzzlement at this entirely unappealing mush from across the pond, others laud the biscuits as a vehicle for maple syrup or peanut butter and jelly, while in Australia( where Weetabix was devised nearly a century ago ), theyre given a local flavor with the addition of Vegemite.

No wonder the UK which still acknowledges the attractions of a gloriously bland, comfortingly soggy serving of utterly unchallenging mush remains its biggest market. A nation requires a certain kind of mild-mannered temperament to start the day on a dish so inoffensive in both texture and flavour that its classic weaning fodder, and, candidly , not everyone has it.

Which does not mean to say that Weetabix has nothing going for it beyond being suitable fare for the toothless at either terminate of the age scale. In compared to many upstarts in the cereal aisle, its low in carbohydrate, high in fiber and has a refreshingly short list of parts, at the top of which is British wheat develop, in fact, within 50 miles of its Northamptonshire mill. So, although it may not be able to compete in a market where breakfast savours run more to the hot and savoury than the cold and well, lets say neutral, its failure to break China is unlikely to build us love it any less. Just comprise the hollandaise.

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