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{{Short description|Brand of salt}}
{{primary|date=July 2015}}
{{Use dmy dates|date=April 2022}}
[[File:Cerebos logo.png|thumb|The Cerebos logo]]
{{Infobox company
'''Cerebos''' is a brand of [[salt]] and, more recently, of other flavourings and nutritional supplements. The company is now owned by a Japanese company, Suntory K.K. Originally a British company, its promise was "''See How It Runs''", because it contained anti-caking agents;<ref>http://cosgb.blogspot.co.uk/2010/09/cerebos-ltd.html</ref> at the time of its introduction, salt was sold in large blocks from which the user would scrape what they needed. Free-running salt was a novelty because, left for any length of time, pure [[sodium chloride]] crystals would absorb sufficient moisture from the air to cause them to stick together, a phenomenon called ''caking''. A boy chasing a bird and pouring salt over it is an icon that has become synonymous with the brand.<ref>http://www.salines.com/maj/phototheque/photos/bnd_membres/cerebos.jpg {{webarchive |url=https://web.archive.org/web/20061029003842/http://www.salines.com/maj/phototheque/photos/bnd_membres/cerebos.jpg |date=October 29, 2006 }}</ref>
| name = Cerebos
| logo = Cerebos logo.png
| type = [[Subsidiary]]
| industry = [[Processed foods]]
| fate =
| predecessor =
| successor =
| founded = <!-- if known: {{Start date and age|YYYY|MM|DD}} in [[city]], state, country -->
| founder = [[Joseph Swan|Mawson & Swan]]
| defunct = <!-- {{End date|YYYY|MM|DD}} -->
| hq_location_city =
| hq_location_country =
| area_served = Worldwide
| key_people =
| products = {{ubl|Sauces| Food Flavouring's|Nutritional Supplements}}
| num_employees =
| num_employees_year = <!-- Year of num_employees data (if known) -->
| owner = [[Kraft Heinz]] (Asia Pacific)<br />[[Premier Foods]] (UK)<br />[[K+S]] (Western Europe)<br />Bud Group (South Africa)
| website = {{url|www.cerebos.fr}}<br />{{url|www.cerebos.co.za}}
}}
[[File:Cerebos iodised table salt.jpg|thumb|Table salt, in NZ]]
'''Cerebos''' is a brand of [[salt]] and, more recently, of other flavourings and nutritional supplements. Ownership of Cerebos brand is divided between [[Kraft Heinz]] in Asia Pacific, Australia and New Zealand, [[Premier Foods]] in UK, [[K+S]] in Western Europe, and Bud Group in South Africa. The product was developed by George Weddell, a Scottish chemist working at the British company [[Joseph Swan|Mawson & Swan]], and sold under the Cerebos brand by a new partnership, Mawson, Swan & Weddell.<ref name=":0">{{Cite news|url=http://letslookagain.com/2015/02/worth-its-salt-a-history-of-cerebos/|title=Worth its salt: Cerebos|last=Farrell|first=Thomas|date=2015-02-05|work=Let's Look Again|access-date=2017-09-30|language=en-GB}}</ref>


The company Cerebos Ltd was later registered in 1894.<ref name=":0" /> At the time of its introduction, salt was sold in large blocks from which the user would scrape what they needed. Free-running salt was a novelty because, left for any length of time, pure [[sodium chloride]] crystals would absorb sufficient moisture from the air to cause them to stick together, a phenomenon called ''caking''. Its slogan was "''See How It Runs''", because the salt contained anti-caking agents.<ref>{{Cite web|url=http://cosgb.blogspot.co.uk/2010/09/cerebos-ltd.html|title=Cerebos Ltd.|last=Behm|first=Michael|date=19 September 2010|website=A Blog for the Commercial Overprint Society of Great Britain (COSGB)|access-date=2017-09-30}}</ref> The slogan was echoed in the product branding of a small boy chasing a chicken, <ref name="salines"/> a reference to the superstition that birds might be caught by [[Salting a bird's tail|pouring salt onto their tail]].
It is sold in Western Europe (including France where it is spelt '''Cérébos''') Australia, New Zealand and South Africa.


Ernest Shackleton lists Cerebos salt among the few precious stocks taken in the James Caird on his trip with five men from Elephant Island to South Georgia as he attempted to engineer a daring escape from the Antarctic.
The Australian and New Zealand Food and Beverage operations are part of Cerebos Pacific (Singapore), which in turn is part of [[Suntory#Holdings|Suntory Holdings Limited (Japan)]] established in 2009, and includes the well known local brands:

*Greggs (NZ)
From 1923 until the mid 1900s, Cerebos Ltd had a factory at the then 10 Victoria Road, in [[North Acton]], northwest [[London, UK]]. The company was purchased by [[Rank Hovis McDougall]] (RHM) in 1968, and the site was redeveloped into the 'Shaftesbury Gardens' housing development in the mid 1990's.<ref>{{Cite web|url=https://www.london.gov.uk/sites/default/files/22._heritage_strategy.pdf|title=OLD OAK AND PARK ROYAL HERITAGE STRATEGY|access-date=2022-01-16}}</ref>

Cerebos salt is sold in Western Europe (including France where it is spelt '''Cérébos'''), Australia, New Zealand and South Africa. The Australian and New Zealand operations were part of [[Cerebos Pacific]], and now owned by Kraft Heinz which acquired most of its assets from [[Suntory#Holdings|Suntory Holdings]] in 2018, and includes the well known local brands:
*[[Gregg's (New Zealand)|Greggs]] (NZ)
*Robert Harris (NZ)
*Robert Harris (NZ)
*Bisto (NZ)
*Bisto (NZ)
*[http://www.cerebosfoodservice.co.nz/food/powdered-beverages/ Raro] (NZ)
*Raro (NZ)
*atomic (NZ)
*atomic (NZ)
*Whitlock's (NZ)
*Whitlock's (NZ)
Line 22: Line 48:
*Asian Home Gourmet (Australia)
*Asian Home Gourmet (Australia)


==Branding==
⚫
The Cerebos salt company invented '[[Bisto]]' gravy powder product (a mixture of salt, flavourings and colourings), at its salt factory in [[Middlewich]], [[Cheshire]] in the [[United Kingdom]]. It was acquired by [[Rank Hovis McDougall|RHM]] in 1968.
A boy chasing a chicken and pouring salt over it is an icon that has become synonymous with the brand.<ref name="salines">{{cite web |url=http://www.salines.com/maj/phototheque/photos/bnd_membres/cerebos.jpg |title= |website=www.salines.com |archive-url=https://web.archive.org/web/20061029003842/http://www.salines.com/maj/phototheque/photos/bnd_membres/cerebos.jpg |archive-date=October 29, 2006}}</ref><ref>{{Cite web|url=https://www.flickr.com/photos/totallymystified/23803182164|title = 1950 Cerebos Salt ad|date = 17 January 2016}}</ref>


⚫
The Cerebos salt company invented '[[Bisto]]' gravy powder product (a mixture of salt, flavourings and colourings), at its salt factory in [[Middlewich]], [[Cheshire]] in the [[United Kingdom]]. It was acquired by [[Rank Hovis McDougall|RHM]] in 1968, which later sold its stake in Cerebos South Africa in the 1980s and Cerebos Pacific to Suntory in 1990.<ref name=":0" />
==References==


===Notes===
==References==
{{reflist}}
{{reflist}}
6. Shackleton, Ernest, Escape from the Arctic, Penguin Books, Great Journeys, 2007.


==External links==
==External links==
*[http://www.esco-salt.com/produkte/speisesalz-lieferprogramm-privat-fr_en.cfm Cerebos on esco]
*[http://www.esco-salt.com/produkte/speisesalz-lieferprogramm-privat-fr_en.cfm Cerebos France on esco]
*http://www.cerebos.co.za/
*[http://www.cerebos.co.za/ Cerebos South Africa]
* {{PM20|FID=co/054641|TEXT=Documents and clippings about|NAME=}}
*http://www.cerebos.com/Our-Business/Cerebos-Companies
*http://www.cerebos.com.au/Business/About.aspx


{{The Kraft Heinz Company}}
⚫
[[Category:Salts]]

[[Category:Heinz brands]]
[[Category:Premier Foods brands]]
[[Category:Premier Foods brands]]
⚫
[[Category:Salts]]




Latest revision as of 02:57, 4 March 2023

Cerebos
Company typeSubsidiary
IndustryProcessed foods
FounderMawson & Swan
Headquarters
Greatham Edit this on Wikidata
Area served
Worldwide
Products
  • Sauces
  • Food Flavouring's
  • Nutritional Supplements
OwnerKraft Heinz (Asia Pacific)
Premier Foods (UK)
K+S (Western Europe)
Bud Group (South Africa)
Websitewww.cerebos.fr
www.cerebos.co.za
Table salt, in NZ

Cerebos is a brand of salt and, more recently, of other flavourings and nutritional supplements. Ownership of Cerebos brand is divided between Kraft Heinz in Asia Pacific, Australia and New Zealand, Premier Foods in UK, K+S in Western Europe, and Bud Group in South Africa. The product was developed by George Weddell, a Scottish chemist working at the British company Mawson & Swan, and sold under the Cerebos brand by a new partnership, Mawson, Swan & Weddell.[1]

The company Cerebos Ltd was later registered in 1894.[1] At the time of its introduction, salt was sold in large blocks from which the user would scrape what they needed. Free-running salt was a novelty because, left for any length of time, pure sodium chloride crystals would absorb sufficient moisture from the air to cause them to stick together, a phenomenon called caking. Its slogan was "See How It Runs", because the salt contained anti-caking agents.[2] The slogan was echoed in the product branding of a small boy chasing a chicken, [3] a reference to the superstition that birds might be caught by pouring salt onto their tail.

Ernest Shackleton lists Cerebos salt among the few precious stocks taken in the James Caird on his trip with five men from Elephant Island to South Georgia as he attempted to engineer a daring escape from the Antarctic.

From 1923 until the mid 1900s, Cerebos Ltd had a factory at the then 10 Victoria Road, in North Acton, northwest London, UK. The company was purchased by Rank Hovis McDougall (RHM) in 1968, and the site was redeveloped into the 'Shaftesbury Gardens' housing development in the mid 1990's.[4]

Cerebos salt is sold in Western Europe (including France where it is spelt Cérébos), Australia, New Zealand and South Africa. The Australian and New Zealand operations were part of Cerebos Pacific, and now owned by Kraft Heinz which acquired most of its assets from Suntory Holdings in 2018, and includes the well known local brands:

  • Greggs (NZ)
  • Robert Harris (NZ)
  • Bisto (NZ)
  • Raro (NZ)
  • atomic (NZ)
  • Whitlock's (NZ)
  • L'affare (NZ)
  • Bruno Rossi (NZ)
  • Gravox (Australia)
  • Fountain (Australia)
  • Toby Estate (Australia)
  • Saxa (Australia)
  • Foster Clark's (Australia)
  • Mocopan (Australia)
  • Asian Home Gourmet (Australia)

Branding

[edit]

A boy chasing a chicken and pouring salt over it is an icon that has become synonymous with the brand.[3][5]

The Cerebos salt company invented 'Bisto' gravy powder product (a mixture of salt, flavourings and colourings), at its salt factory in Middlewich, Cheshire in the United Kingdom. It was acquired by RHM in 1968, which later sold its stake in Cerebos South Africa in the 1980s and Cerebos Pacific to Suntory in 1990.[1]

References

[edit]
  1. ^ a b c Farrell, Thomas (5 February 2015). "Worth its salt: Cerebos". Let's Look Again. Retrieved 30 September 2017.
  2. ^ Behm, Michael (19 September 2010). "Cerebos Ltd". A Blog for the Commercial Overprint Society of Great Britain (COSGB). Retrieved 30 September 2017.
  3. ^ a b www.salines.com https://web.archive.org/web/20061029003842/http://www.salines.com/maj/phototheque/photos/bnd_membres/cerebos.jpg. Archived from the original on 29 October 2006. {{cite web}}: Missing or empty |title= (help)
  4. ^ "OLD OAK AND PARK ROYAL HERITAGE STRATEGY" (PDF). Retrieved 16 January 2022.
  5. ^ "1950 Cerebos Salt ad". 17 January 2016.

6. Shackleton, Ernest, Escape from the Arctic, Penguin Books, Great Journeys, 2007.

[edit]


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