Connect with us

Hi, what are you looking for?

Capital Business
Capital Business


Weetabix East Africa sells controlling stake to Weetabix International

Weetabix EA MD Ahsan Manji (L) and Chef Ali in a past event/COURTESY

NAIROBI, Kenya, Nov 17 – Weetabix International has taken a controlling stake in Weetabix East Africa, through a joint venture with Pioneer Foods Limited.

The partnership, which is subject to regulatory approval, is in line with the UK-based Weetabix Food Company’s international growth strategy.

Weetabix East Africa Managing Director Ahsan Manji says the multinational sees Africa as a strategic growth market and partnering with Pioneer Foods will provide a platform for growth in cereals food and beverage and other products.

“I am extremely proud of the Weetabix East Africa team who have over the last 5-10 years, built one of Kenya’s strongest FMCG brands. Pioneer’s investment in WEA is testament to what the team has achieved and indeed the bright future that lies ahead for WEA,” said Manji.

The Manji family, which controlled Weetabix East Africa for over 30 years, says the backing from the two multinationals means the business will have the financial muscle to scale.

Weetabix East Africa operations will carry on as usual, with day to day operations unaffected.

“We’re delighted to have Pioneer Foods join us to continue to drive the success of our business in Kenya and beyond. Weetabix sees this market as a strategic opportunity and is excited by the new opportunities that will arise through partnering with Pioneer Foods,” said Weetabix Group CEO Giles Turrell.

Click to comment

More on Capital Business

Executive Lifestyle

NAIROBI, Kenya, Mar 12 – The country’s super wealthy individuals are increasing their holding of bonds, gold and cash, a new report by Knight...

Ask Kirubi

NAIROBI, Kenya, Mar 9 – Businessman and industrialist Dr. Chris Kirubi has urged members of the public to exercise extreme caution when making any...

Ask Kirubi

NAIROBI, Kenya, Mar 24 – Businessman and industrialist Dr. Chris Kirubi is set to own half of Centum Investment Company PLC, following a go-ahead...

Ask Kirubi

It is without a doubt that the COVID-19 pandemic has caught the whole world by surprise. Although its full impact is yet to be...


NAIROBI, Kenya, Mar 18 – Commercial Banks have been ordered to provide relief to borrowers on their personal loans, with loans eligible from March...


NAIROBI, Kenya, Jun17 – Kenya’s tea leaves manufacturer Kericho Gold, has been awarded the Superbrands Seal by Superbrands East Africa for their quality variety...


NAIROBI, Kenya, Apr 13 – As the local telecommunications industry gears up to roll out 5G networks in the country, the Communications Authority of...


NAIROBI, Kenya, Mar 22 – Airtel Kenya is offering free internet access for students in order to enable continued learning at home in the...