Post Sees Wheetabix Acquisition As Vehicle To Expand Overseas

Breakfast cereal maker Post Holdings expects its acquisition of the iconic British breakfast food Wheetabix to expand its presence in the U.K. and other international markets, including China. The $1.76 billion purchase is the latest in a series of buys the company hopes will balance the slack growth environment prevailing in the packaged foods industry. Post is acquiring Weetabix from Bright Food Group Co., a Chinese conglomerate, and from minority shareholder Baring Private Equity Asia. Bright has owned 60 percent of Weetabix since 2012, when Wheetabix was valued at $1.5 billion (including debt). Baring has owned the other 40 percent since 2015. Post has agreed in principle to create a joint venture with Bright and Baring to manage Weetabix’s China operations, which have not been able to boost market share for the whole-grain biscuit cereal in the region over the last five years.  [Image Credit: © Wheetabix.com ]