Weetabix East Africa to boost production with US$2M investment, releases Gen Z consumption survey findings

KENYA – Weetabix East Africa has announced an investment of KES 273 million (US$2.1M) to modernize its production to meet the rising demand for cereals in the country.

Dominic Kimani, CEO of Weetabix East Africa, made this announcement during the release of a new study on the indulgence of cereals among the Kenyan youth population, marking the official launch of the Weetabix Fyatuka Reloaded Gen Z engagement program.

According to the survey, nearly half (48%) of Kenyans aged between 16 and 25, the age group popularly referred to as Generation Z (Gen Z), said they eat cereal as a snack.

The survey also revealed that consumers prioritise convenience, owing to busy lifestyles and the rise of ready-to-eat foods. Consumers are also increasingly seeking healthy meals that address weight management and nutrition concerns.

In addition, consumers are more cognisant of environmental impact and sustainability, which are important considerations when selecting meals.

Kimani reiterated that Gen Z’s prioritisation of healthier diets had prompted higher demand for nutritious cereals containing high fibre, whole grains, and fortified vitamins and minerals. He noted that Kenyans increasingly view food as part of their overall wellness routine.

“We expect this trend to be sustained for a long while with people continuing to consume functional foods to support their health and wellness,”  he added.

Kimani pointed out that working-class individuals, teenagers, hostel residents, and single people also push the demand. These groups consider factors such as flavour, portions, and convenience, which leads them to replace traditional meals.

He also noted that their research has revealed that in addition to favouring healthy, ready-to-eat snacks and meals, more than two-thirds of millennials aged below 40 are concerned about access to affordable products.

“At the same time, taste, price and convenience, the environmental impact of their food choices, and sustainability are considered important,” explained Kimani, adding that it is imperative to understand the group to develop a practical approach to sustainable consumption.

He added that this study aligned with the firm’s Change for Even Better sustainability strategy, which is focused on sourcing, product, operational, and social pillars.

These pillars have been developed based on Science-Based Targets as the firm works towards becoming a Net Zero company by 2050.

The Breakfast cereal manufacturer last year announced an investment of KES 85 million (US$657,000) for expansion. Of that amount, KES 23 million (US$177,000) was to go into the distribution channel, production process, and consumer rewards, while KES 62 million (US$479,000) was for upgrading its manufacturing capability and capacity.

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