Owning up to organics

Weetabix has become the first mainstream cereal brand to grab itself a foothold in the organic market with the launch of two organic breakfast cereals under a new Nature's Own branding. The wheat biscuits, which come in packs of 12 and 24 and the Malted Wheat Squares in 500g are made from Canadian white winter wheat. The small but growing organic market has so far been populated by niche brands. Weetabix believes its name represents "reassurance and quality to the consumers and credibility to the category". {{P&P }}