Is Weet-Bix South Africa’s number one cereal?

2014-08-29 16:11

The Advertising Standards Authority has dismissed a complaint against Pioneer Foods for claiming Weet-Bix is “the number one cereal in South Africa”.

“There appears to be nothing in the respondent’s television commercial that would suggest to consumers that the claim relates to value market share, as opposed to volume market share,” said the Advertising Standards Authority in its ruling today.

“The directorate also notes that the complainant provided no motivation for its submission that consumers may also interpret the claim to mean that Weet-Bix is the most preferred cereal brand in South Africa.”

Tiger Consumer Brands, which lodged the complaint, argued that consumers would interpret the claim to mean that Weet-Bix was bought by more consumers in South Africa than any other breakfast cereal.

It said this implied that Weet-Bix should be the number one breakfast cereal in South Africa by volume.

Tiger Consumer Brands submitted a slide from Nielsen, an information and measurement company, headed “in segment volume/value shares: RTE breakfast” (ready to eat breakfast), which showed that Kellogg’s had the highest share in the market for sales volumes for ready to eat breakfast cereals, and that Weet-Bix was second.

In response Pioneer Foods pointed out that the complainant’s comparison between Weet-Bix, a single product which was part of the Bokomo Foods brand, and the Kellogg’s brand, which consisted of a number of different products, was “unreasonable and irrelevant”.

The Advertising Standards Authority said: “The directorate agrees with the respondent that the relevant market share comparison in the present matter is not between Weet-Bix and Kellogg’s, but rather between Weet-Bix and other individual cereal products, including the individual products that fall under the Kellogg’s brand, such as Kellogg’s Corn Flakes and Kellogg’s All Bran Flakes.”

The authority found that Pioneer Foods had not contravened the code of advertising practice.

Join the conversation! encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions. publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside News24


Book flights

Compare, Book, Fly

Traffic Alerts
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.