Chinese Bright Food crunches Weetabix cereals
Always on the lookout, Bright Food is poised to finally put one foot in Europe. The Chinese group was confirmed Thursday it had made an offer for 60% stake in British Weetabix, now owned by Lion Capital. The London private equity funds would retain control of 40% of the group, famous for its breakfast cereals. Bright offers itself as a brand and a story. Founded eighty years ago, "Weetabix has an excellent product portfolio, starting with the famous brand Weetabix, but also more upscale brands like (muesli) Alpen," said Wang Zongnan, president of Bright Food . The group promises to its target development in Asia and China.
The group's offer would value the Chinese company in Europe to 1.5 billion euros, according to Bright. Still subject to approval by Chinese authorities, the transaction should be finalized before the end of the year. Wang Zongnan has not hidden, in recent years, its ambition to increase its sales to nearly 18 billion euros in 2015, against 9.6 billion last year, 30% would be realized abroad. So he put on one of its upscale brands and international development.
Created in 2006 by the authorities of Shanghai in full effort of industry consolidation, Bright Food is present in milk, snacks, wine or sweets. The conglomerate, which is a shareholder of Shanghai Municipality, is virtually unknown outside its borders except for his white candy White Rabbit, the texture of fudge.
And his Chinese passport seems sometimes penalize its attempts to internationalize. In 2010, he has successively acquired the Australian sugar and CSR of United Biscuit Manufacturer – UK too – of Choco BN. He lost to a competitor Singapore for the first and threw in the towel for the second American to win the GNC, a manufacturer of nutritional supplements and other vitamins. In vain again.
Market access to China
In early 2011, Bright was a close interest in Yoplait, while seeking a buyer. His first offer was even more generous. But it is the American General Mills prevailed. Last summer, Bright is however managed to buy 75% of the Australian Manassen.
Today the rich Chinese group is continuing its efforts and hopes to interest foreigners with an attractive and access to the huge Chinese market. China has already overtaken the U.S. as the first grocery market in the world, with 737 billion euros in turnover. The steady rise in living standards and further changes in eating habits still promise a bright future for industry players in the Middle Kingdom.
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