#Weet a bix cereal free#
Earlier in 2014, the company had recommissioned their Perth-based Weet-Bix factory into a dedicated gluten free manufacturing facility to produce this new product. In July 2014 Sanitarium introduced Gluten Free Weet-Bix, produced from sorghum grains. Weetabix eventually entered the US market from Canada via Clinton, Massachusetts, the site of the original US factory. Osborne proceeded at that time to the United States, establishing a Weetabix factory in Clinton, Massachusetts. Osborne sold his shareholding to the directors in July 1936, at which time the company was renamed Weetabix Limited. George eventually became chairman of the board. In 1933, Macfarlane left the company to pursue other business interests, leaving Osborne as the sole managing director. George, who requested shares in the company and who was subsequently offered a seat on the existing board of directors. Sites for the factory were examined, with Burton Latimer in Northamptonshire eventually being chosen, due in part to the offer of a disused flour mill by a Mr. Osborne and Macfarlane became the joint managing directors with Osborne controlling production and Macfarlane controlling marketing.
For the purpose of differentiating the product from that sold in Australia, New Zealand and South Africa, the product was named Weetabix.
All shares in the company were specified to be under the control of the Directors, the first of whom were Bennison Osborne, Malcolm Ian Macfarlane, Alfred Richard Upton and Arthur Stanley Scrutton. A group was formed, Osborne refined the product and he and Macfarlane went to England to form the British & African Cereal Company, Ltd., which they registered in London in 1932, as a Private Company, with the proprietor shown as Weetabix Limited of Weetabix Mills, Burton Latimer, Kettering. While in South Africa, Osborne and Macfarlane sought to obtain more satisfactory financial backing to secure Osborne's product. This enterprise was also subsequently sold, this time to Bokomo. Osborne and Macfarlane then exported the product to South Africa and with Shannon's financial backing, went to that country and a factory was built in Cape Town, with Osborne managing sales. However, once again, Shannon sold out to the Australasian Conference Association Limited. Osborne and MacFarlane went to New Zealand and factories were established in Auckland and Christchurch. Macfarlane suggested that they ship the product to New Zealand, where it proved so successful that it became difficult to adequately supply the market from Australia. The product was so successful that in October 1928, Shannon sold the rights in the product to the Australasian Conference Association Limited (Sanitarium Health Food Company, a wholly owned subsidiary and venture of the Seventh-day Adventist Church in Australia). Osborne's friend Malcolm Ian Macfarlane from New Zealand joined him to take on a marketing role. Production began at 659 Parramatta Road, Leichhardt, under the management of Osborne and with the financial backing of Arthur Shannon, who created the company Grain Products to manufacture the cereal.
#Weet a bix cereal registration#
On 19 August 1926, he lodged an application for registration of the trademark Weet-Bix, a name which he had devised. Osborne set out to make a product more palatable than Granose, a biscuit that was marketed by the Sanitarium Health Food Company at that time. Weet-Bix was developed by Bennison Osborne in Sydney, Australia in the mid-1920s. History An early Weet-Bix tin from the 1930s Weet-Bix is a whole-grain wheat breakfast cereal created and manufactured in Australia and New Zealand by the Sanitarium Health Food Company, and in South Africa by Bokomo. Sanitarium Health and Wellbeing Company (Australia and New Zealand)
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