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Weetabix North America/barbara's Bakery history
Weetabix North America/barbara's Bakery company history timeline
That company changed its name to Van Brode Cereals after it was acquired by David Brody in 1941.
Weetabix too changed hands, however, in 1947, when the George family took over the business.
1959: The first Weetabix television campaign is launched.
1975: A Canadian subsidiary is formed.
In 1981, the company returned to the United States, this time to acquire Van Brode Milling Company in a bid to enter the North American private label market, as well as to re-launch its branded products in the United States.
William George retired in 1982 and Richard George took over as company chairman.
Such was the case in 1986 when the company acquired California-based Barbara's Bakery.
The business moved from Palo Alto to Santa Clara, South San Francisco, Novato, Marin, and finally in 1988 established its headquarters and main plant in Petaluma.
1990: The company acquires Ready Brek instant hot breakfast cereal.
Barbara Jaffe stayed on as an adviser and consultant until 1992, when she left to start up another food company, NewMarket Foods, to develop low-fat, lowcholesterol, all-natural ice cream toppings, instant chocolate milk powder, and puddings.
By 1992 annual sales reached the $25 million range.
In 1995 the company introduced five tortilla chip varieties made with organic corn and natural seasonings, and a year later unveiled a new mini–oat biscuits breakfast cereal, Barbara’s Shredded Oats, and its Snackimals children’s cookie line.
That number grew to $35 million in 1996 from 120 product lines.
1997: The company acquires Ryecroft Foods in England to boost private-label production.
2000: After the launch of its new advertising campaign, Weetabix becomes the top-selling cereal brand in the United Kingdom.
In 2001, for example, Barbara’s Bakery introduced Salsa Flavor Pinta Chips, made from organic corn and ground pinto beans.
After 15 years at the helm, Pritchard left in 2001 to become president and chief executive officer at nSpired Natural Foods.
These moves helped the company rebound into 2003, with rising profits.
Lion Capital began looking to shed some assets and in June 2005 announced that it was interested in selling Barbara’s Bakery in order to focus its attention on the Weetabix, Alpen, and Ready Brek brands.
In 2006 Barbara’s Bakery was combined with The Weetabix Company Inc. and Weetabix of Canada Ltd. to form Weetabix North America.
"Barbara’s Bakery Inc. ." International Directory of Company Histories. . Retrieved June 21, 2022 from Encyclopedia.com: https://www.encyclopedia.com/books/politics-and-business-magazines/barbaras-bakery-inc
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