潜水简介:
- 邮政控股有望获得英国顶级谷物品牌Weetabix，according to The Telegraph.
- 根据Euromonitor的说法，Weetabix是英国第二大谷物品牌，在过去的五年中一直由上海的Bright Food拥有。
- The cereal never took off in China, as Chinese consumers prefer hot breakfasts like congee and dum sum.
潜水见解：
Just this week, in a rare interview, Post Consumer Brands CEO Chris Neugent said thecompany was focused on marketing, innovation and seeking out efficiencieswithin the business. He also referred to Post Holdings as being “an acquisition-driven company” and hinted that new deals could happen sooner rather than later.
This kept analysts from being too shocked when the company announced it was looking to buy Weetabix. The U.K. brand has seen profits fall and sales decline, but that didn’t keep other cereal companies from showing interest. Reports indicateAssociated British Foods, General Mills and Nestleall checked in on the brand recently.
Cereal hasn’t been the most innovative category, and has seen sales declines as of late. Still, the category rakes in billions each year, and savvy cereal makers have gradually推出了新的配方with added protein, fiber and whole grains to draw consumers back to the cereal aisle.根据市场研究公司Mintel的最新调查, 40% of millennial shoppers believe pouring a bowl of cereal is too much work and are giving up cereal for breakfast bars, shakes and other on-the-go breakfast solutions. This has prompted brands to roll out new on-the-go cereal applications, and even provide recipes for how to在墨西哥卷饼和法式吐司中掺入品牌谷物.
Post对Weetabix的收购表明，尽管行业分析师讨论了该类别即将来临的灭亡，但对谷物市场空间的信心。有趣的是，由于品牌已经投资于这样的应用程序，这将是很有趣的Weetabix On The Go breakfast drinks满足消费者对方便的早餐的需求。
