Chairman Wang Zongnan visits Weetabix R&D Center

On May 14, Wang Zongnan, Party Secretary and Chairman of Bright Food (Group) Co., Ltd. visited the R&D Center and Pilot Test Workshop of Weetabix and listened to the report on business innovative strategy by the executive team of Weetabix.

The R&D Center of Weetabix is located in the northern part of London and equipped with 24 well-educated staff, 71 percent of which hold a bachelor’s degree or above. The new products under the umbrella of Weetabix have made increasingly-growing contribution to its sales performance during recent years, with sales up 10 percent in the first quarter of this year. For example, Weetabix Chocolate, a kind of chocolate-tasted breakfast cookies, was given the title of the “Most Popular Food” and the “Most Favored Food by Customers” in 2011. And Weetabix’s Golden Syrup, a kind of golden-syrup-tasted breakfast cookies, won the award for the “Most Popular Oatmeal Product” in 2013.

Guided by the strategy highlighting creation-driven and market-oriented development, Weetabix not only makes sure to secure its leading position in core oatmeal market by making the best of its brand reputation as highly nutritious product, but penetrates to business lines related to its core products, such as healthy snack and portable foods, bringing high-quality and healthy enjoyment to customers.

Weetabix boasts a set of well-connected implementation system to promote the market performance of its new products. Firstly, Weetabix believes that one major new product will be introduced to one new niche market on a yearly basis. Secondly, more investment will be channeled for marketing promotion in spite of the extension of products line. Thirdly, efforts will be made to further update the new products for a more satisfying market performance. In short, during the whole process starting from proposal submission, proposal screening, product R&D, commercialized production, to market promotion, close collaboration is maintained among Weetabix’s R&D, market, manufacture, procurement teams under a strict process control and project management system, thus guaranteeing the new products can outperform their countless rivals with distinctive competitive edge.