Tesco and Asda’s own-brand Weetabix are reportedly made by the same firm that makes branded Weetabix. And the supermarket versions are much cheaper…
A branded pack of Weetabix costs £2.39 for a pack of 24 yet a supermarket-branded pack costs just £1.29.
According to an investigation by The Sun Online, the branded and supermarket-branded Weetabix have very similar recipes despite the difference in price. The Asda version has a little extra salt and the Tesco version is lower in calories.
The Sun reports that the products are believed to be manufactured at a Weetabix factory in Kettering, Northamptonshire. Big food brands often produce supermarket own-brand products but it is kept secret for commercial reasons.
The revelation that branded products and supermarket-branded products are often ludicrously close in taste is not new. Just a few weeks ago The Sun also revealed that Aldi Hoops are incredibly close to Hula Hoops and could just be repackaged. Both products are made by KP Snacks. Due to a packaging mix up, a packet of branded Hula Hoops were found inside a multipack Aldi alternative.
An Asda spokesperson told The Sun: “We want to offer our customers the very best, which is why we’re proud to work with quality suppliers in developing our Asda brand products.”
A Weetabix spokesperson commented: “As the UK’s second largest cereal manufacturer, we do work with a number of retailers to create own-brand products to their recipe specifications.
“However, we can reassure all Weetabix customers that the nation’s favourite cereal is the only one made to our unique recipe which delivers best in class nutrition and great taste.”
True Weetabix connoisseurs might be able to tell the difference between the products, but for the average breakfast eater it could be worth trialling the cheaper version.
Weetabix was founded in 1932. The cereal grew in popularity during the 50s due to its versatility. They are usually eaten plain with milk however other popular options include Weetabix topped with jam, yogurt and fresh fruit or nuts and seeds. The cereal even holds a royal warrant and is reportedly one of the Queen’s favourites.
In January Weetabix was put up for sale by China’s Bright Food. This month it was announced that US company Post Holdings would purchase Weetabix for £1.4 billion. Chinese consumers were reportedly not a huge fan of the British breakfast favourite, they prefer hot, rice-based breakfasts instead.