Weetabix East Africa launches new promotion to target Gen Zs, announces Ksh.273M investment
Weetabix East Africa CEO Dominic Kimani, (second left) Head of Marketing Aska Ogara and Head of Sales Calvin Onyango (right) during the launch of Fyatuka na Weetabix promotion launch. Photo I Jason Mwangi.
He added that this revelation has forced the firm to reposition its flagship biscuit as an ‘anytime’ food that can be consumed as a meal, snack, or dessert, a ready-to-eat cereal at any time of day, including for lunch or dinner.
Mr Kimani noted that Gen Zs admitted that food convenience is a key factor influencing their food choices and amid increasing health consciousness, perceived nutrition of cereals and utilitarian eating values that have fostered positive attitudes toward cereal consumption.
"This health consciousness has driven Kenyans to go for meals and foods they consider highly functional for their health benefits including addressing aspects such as weight management, nutrition, and convenience," he said.
“We expect this trend to be sustained for a long while with people continuing to consume functional foods to support their health and wellness.”
Mr Kimani also announced an investment of Ksh.273 million in modernisation of production and network engagement.
In a study commissioned by the firm, 48% Kenyans aged between 16 and 25 said they eat cereal as a snack, with 4 out of 10 claiming to like food that can be eaten on the go as the market segment which is highly conscious of the impact of diet on health, has proven to be a strong adopter of healthy and ready-to-eat meals.
“Our research also has revealed that more than two-thirds of millennials aged below 40 are concerned about access to affordable healthier products even as the data shows Kenyans increasingly favor healthy ready-to-eat snacks and meals. At the same time, taste, price and convenience, the environmental impact of their food choices, and sustainability are considered important,” explained Kimani noting that it is important to understand the group to coordinate an effective approach to sustainable consumption.
Head of Marketing Aska Ogara, during a review of the firm's internal data, revealed the regional cereal market is projected to grow to 13.4% in the next four years.
This she said, will be driven by the rise on demand for healthy food options, the growing awareness of breakfast and its importance and the unmatched convenience of ready-to-eat cereal products.
“For us Weetabix is coming from breakfast food to all time food. This highlights our drive to transform cereals from morning to a versatile food you can consume at any time of the day,” said Ogara.
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