The Weetabix Food Company, founded in the UK in 1932, is launching a range of Alpen Cereal Bars, the first Weetabix products designed specifically for Chinese consumers. The range, which includes a green tea and chocolate flavored Alpen Bar, is the direct result of an extensive research program amongst Chinese families and was developed at Weetabix’s food labs in Burton Latimer in the United Kingdom. The move is part of the company’s long term growth strategy to advance its presence in this fast growing China market. The new Alpen Bar range, which includes six new flavors, is aimed at young professionals who lead busy lifestyles and who are looking for high quality, imported goods. As breakfast habits change, Weetabix Food Company is driving growth with innovation, developing new products for on the go breakfast and developing new overseas markets. The cereal bars, made with 100% wholegrain wheat sourced from farms in the UK, launch in Shanghai in November, and will be available in Beijing and Guangzhou in 2015.