The Weetabix Food Company has published its 2023 Sustainability Report, which showcases a new initiative to introduce consumers to some of the real British farmers growing Weetabix wheat.
In October, the company changed the slogan on its Weetabix Original boxes from ‘Britain’s favourite cereal’ to ‘Grown from 100% British Wheat’. This was inspired by consumer testing that showed choosing British-grown wheat is a key factor driving many to purchase Weetabix.
On the back of packs, Weetabix is now profiling some of its Growers Group farmers. Consumers can scan a QR code to learn more about the journey their cereal makes from field to spoon, via an easily accessible and interactive traceability microsite. The Growers Group farmed four million acres of British countryside to produce 75,000 tonnes of Weetabix wheat in 2023.
Weetabix has been working with some of those farmers to repeat the Carbon Footprint study it undertook in 2022 to capture baseline data to help track progress on its roadmap to measure and reduce carbon emissions, with the ultimate aim of producing net zero wheat.
The report also highlights the ongoing sustainability gains the business made by increasing recycled content, making cartons thinner, and reducing the weight of plastics in drinks bottles and inner bags. Since 2020, the company has reduced carbon emissions by 9.2% across all its packaging materials through these measures.
Weetabix remains committed to supporting those who face hardship and food poverty; the report also reveals it donated more than three million breakfasts to those in need in 2023 through its work with GroceryAid, Magic Breakfast and FareShare.
