Shop Talk
ZEENAT MOORAD: The joys of ‘brinner’
While it’s true that Western eating habits have caught on in China the breakfast category has proved a tough segment to tamper with
Let it be known that I am a "brinner" fan. You probably are too, and you just don’t know it. You see, "brinner" — eating breakfast food for dinner — has become firmly ensconced into mainstream dining. The only thing better than "brinner," for me at least, is all-day breakfast. Dietary predilections are among the most nuanced (and divisive) of human behaviour: how do you take your coffee? Over easy or sunny side up? Yay Marmite or nay Marmite? It comes as no surprise then that the Chinese do not like Weetabix. The company’s owner, China’s Bright Food, is selling it off to US firm Post Holdings for $1.8bn, after struggling to build significant market share in the region. Out of interest, Bright Food makes those White Rabbit vanilla sweeties. Anyway. State-owned Bright Food came to own Weetabix as part of an overseas buying spree in 2012. A 60% stake in Weetabix was bought from Lion Capital (the private equity firm best known for its acrimonious ties with shoe brand Jimmy Choo) in a de...
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