East Africa’s first super brand

Nairobi – Weetabix now has the status of a ‘super brand’ in East Africa.

Jawad Jaffer, head of Superbrands East Africa franchise said Weetabix performed above and beyond others within the market: “The Superbrand Council bestowed the status of ‘Superbrand’ on Weetabix after a stringent sifting and analysis process. Superbrand status is granted only to exceptional brands that have forged the finest reputation in their field in a bid to promote good branding practices globally,” said Jawad.

Ahsan Manji, the general manager of The Breakfast Cereal Company (Kenya) Ltd - the manufacturers of Weetabix in Kenya - said the company has focused on reinforcing the core brand values and has positioned the brand as the nutritious breakfast cereal for the entire family.

“The healthy nutritious positioning is reinforced by wholegrain goodness and the fortification of the product with essential vitamins and iron. Weetabix enjoys a premium image amongst consumers, and is the Breakfast Cereal Brand of East Africa,” said Ahsan.

The brand currently estimates it commands 65% market share of the breakfast cereals market segment.

He said the company has increased its advertising spend as part of its brand building strategy implementation and to counter the persistent threat from imported brands.

Local product holds its own against imports

“Consumer awareness and usage of breakfast cereals has been on the increase. More imported brands are today entering the market from Argentina, South Africa, United Kingdom, United States and Egypt. Prices of these imported brands have been declining due to the strengthening of the Kenya shilling versus the US dollar” said Ahsan.

He said the company is reinforcing and succeeding in positioning the breakfast cereal brand as an ‘all family cereal’ versus the previous ‘only for children’ perception.

Weetabix was chosen as a Superbrand by an independent and voluntary council of leading experts comprising of individuals with a background in branding. Brands invited to participate in the project must display market dominance, longevity, goodwill, customer loyalty and market acceptance.

In October 2006 the company changed its name to “The Breakfast Cereal Company (Kenya) Ltd”, and continues to manufacture under license from Weetabix Ltd UK.

The new company name reflects the core business of the organization, and its leadership in the segment.