Typical British Breakfasts - Weetabix
What is Weetabix?
A typical British breakfast, Weetabix is a staple cereal for many families and a regular item in their weekly shopping basket. Everyone has their favorite way to eat it - warm vs cold milk, mashed up and left to soak or eaten quickly before it gets mushy, and often eaten as a snack, Weetabix continues to be a British breakfast favorite.
So what exactly is it? Weetabix is a wholegrain wheat breakfast cereal. It is sold in brick shaped pieces about 9.5cm by 5cm in size and in tubes of 12 wrapped in paper. The tubes are sold in differing amounts in a box - 24 or 48 being the most popular volumes purchased.
The Weetabix UK website describes it as a
'100% wholegrain . .. fortified with vitamins and minerals. High in fiber, low in sugar and fat. . . great nutrition with no compromise on taste'
A tube of Weetabix
Are they a British Invention?
Many Brits would be suprized to discover that Weetabix was in fact originally produced in Australia under the name Weet-bix. Although there is some debate as to the actual inventor of the food, most people recognize Bennison Osborne as the inventor and Arthur Shannon as the financer of the original product. Weet-bix is still very popular today in Australia and is produced by Sanitarium Health Food Company. It is also popular in New Zealand.
Manufacturing of Weekabix in the UK began in 1932 when Bennison Osbourne and Malcolm MacFarlane founded the British and African Cereal Co Ltd . They took over a disused flour mill in Burton Latimer, Northamptonshire and began production of Weetabix.The company changed it’s name to Weetabix Limited in 1936 and since that date Weetabix have been produced with wheat grown within 50 miles of the manufacturing site.
Two Weekabix a typical serving
Developing a Brand
Since its British beginnings there have been many advertising campaigns to promote the health benefits of eating Weetabix. It has been promoted as 'more than a breakfast food' a perfect nutritious, winter food for children when making it with warm milk.
The Second World War led to the zoning of Weetabix to minimize waste and efficiency. Its supply was limited to the Midlands and North East.
The 1950s and 60's included a series of adverts promoting using Weetabix in recipes and saw the introduction of giveaways, either included in the box or to send off for. The 80's saw the introduction of the Neet Weet Gang. The characters Brains, Dunk, Bixie, Crunch and Brain were on seen on boxes, TV comercials, and a variety of goods To promote the eating of Weetabix. Coupons on boxes could be collected and mailed off to receive Neet Weet merchandise.
Neet Weet Gang
How Weetabix is eaten is very much up to the individual. Most people add either warm or cold milk.
Toppings That Can Be Added To Weetabix
Box of Weetabix with Serving Suggestions on the Side
There are several recipes that include Weetabix in their ingredients. Some of these can be found on the Weetabix UK website.
2 Cups of Flour
2 Tablespoons Cocoa
2 Teaspoons Baking Powder
1 Cup Sugar
4 Weetabix Bars
8 Ounces of Butter, Melted
1/4 Cup Milk
Mix all the Dry Ingredients
1. Mix all dry ingredients together.
2. Add melted butter.
3. Add milk as required to keep mixture moist (may need a little less or a little more depending on how moist mixture is).
4. Press into a greased tray.
5. Bake for 20-25 minutes at 350 degrees.
6. Leave in the fridge to set.
Mixture Ready to be Baked
Interesting Weetabix Facts
- Around 365 grains of whole wheat are cooked, flattened into flakes and moulded to make 1 biscuit.
- More than 60 million Weetabix biscuits are made in the UK each week.
- Much of the Weetabix sold in the US is manufactured in Canada.
- A serving of two Weetabix has 134 calories.
- Weetabix Food company is the 2nd largest branded manufacturer of cereal and bars in the UK
- Weetabix Food Company also manufacture Alpen, Ready reek, Weetos, Oatibix and Alpen cereal bars.
- The Mills at Burton Latimer export to more than 80 counties.
- All the wheat used in manufacturing is grown within 50 miles of the site.
- Weetabix food Company is owned by Bright Food Co. Ltd (60%) and Lion Capital (40%)
© 2014 Ruthbro