Hasta La Creative!

Weetabix, a staple of the U.K. breakfast table, entered American hands this week with its acquisition by Post Holdings, maker of Honey Bunches of Oats and Raisin Bran, for $1.76 billion.

Weetabix has been majority-owned by China’s Bright Food since 2012, and prior to that by U.K.-based private equity firm Lion Capital, after passing out of family ownership in 2004. (Although thought of as quintessentially British, Weetabix was in fact invented in Australia but has been made in the U.K. since 1932.)

Despite changing hands several times, Weetabix has remained one of the U.K.’s most famous brands, portrayed through memorable ad campaigns by a succession of top London creative shops.

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