NAIROBI, Kenya, Jan 24 – Breakfast cereal manufacturer Weetabix is eyeing millennials through a Sh85 million expansion of its plant, brand, and distribution.
While Sh23 million will go into the distribution channel, production process, and consumer rewards, Sh62 million will be used to upgrade manufacturing capability and capacity.
“For young people, high nutrient density of breakfast cereals, especially those that are whole grain or high in cereal fiber) are an important source of key nutrients. Millennials consider cereals a meal that can be eaten at any time, expanding it into a snack outside breakfast,” Dominic Kimani, Weetabix EA CEO said during launch of fyatuka na weetabix program in Nairobi.
The firm has also said that it will reduce Weetabix cereal to smaller portions of 37 grams.
