Cerebos: Difference between revisions

Cerebos
Company type	Subsidiary
Industry	Procssed Foods
Founder	Mawson & Swan
Headquarters	Greatham
Area served	Worldwide
Products	Sauces; Food Flavouring's; Nutritional Supplements;
Owner	Kraft Heinz (Asia Pacific); Premier Foods (UK); K+S (Western Europe); Bud Group (South Africa)
Website	www.cerebos.fr; www.cerebos.co.za

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Revision as of 19:14, 16 January 2022

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]

Cerebos Ltd occupied the site which later became the 'Shaftesbury Gardens' housing development in North Acton, London, UK, at the then 10 Victoria Road from 1923 until the mid 1900s. The company was purchased by Rank Hovis McDougall (RHM) in 1968, and the site was redeveloped into housing 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

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

^ ^a ^b ^c Farrell, Thomas (2015-02-05). "Worth its salt: Cerebos". Let's Look Again. Retrieved 2017-09-30.
^ Behm, Michael (19 September 2010). "Cerebos Ltd". A Blog for the Commercial Overprint Society of Great Britain (COSGB). Retrieved 2017-09-30.
^ ^a ^b http://www.salines.com/maj/phototheque/photos/bnd_membres/cerebos.jpg Archived October 29, 2006, at the Wayback Machine
^ "OLD OAK AND PARK ROYAL HERITAGE STRATEGY" (PDF). Retrieved 2022-01-16. {{cite web}}: Check |url= value (help)
^ https://www.flickr.com/photos/totallymystified/23803182164

External links

Cerebos France on esco
Cerebos South Africa
Documents and clippings about Cerebos in the 20th Century Press Archives of the ZBW

This article about a company of the UK is a stub. You can help Wikipedia by expanding it.

[:0-1] Farrell, Thomas (2015-02-05). "Worth its salt: Cerebos". Let's Look Again. Retrieved 2017-09-30.

[2] Behm, Michael (19 September 2010). "Cerebos Ltd". A Blog for the Commercial Overprint Society of Great Britain (COSGB). Retrieved 2017-09-30.

[salines-3] ttp://www.salines.com/maj/phototheque/photos/bnd_membres/cerebos.jpg Archived October 29, 2006, at the Wayback Machine

[4] "OLD OAK AND PARK ROYAL HERITAGE STRATEGY" (PDF). Retrieved 2022-01-16. {{cite web}}: Check |url= value (help)

[5] ttps://www.flickr.com/photos/totallymystified/23803182164

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@@ Line 27: / Line 27: @@
 Cerebos Ltd occupied the site
-which later became Shaftesbury Gardens in North Acton, at the then 10 Victoria Road from 1923 until the mid 1900s. The company was purchased by
+which later became the 'Shaftesbury Gardens' housing development in [[North Acton]], [[London, UK]], at the then 10 Victoria Road from 1923 until the mid 1900s. The company was purchased by Rank Hovis McDougall (RHM) in 1968, and the site was redeveloped into housing 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>
-Rank Hovis McDougall (RHM) in 1968, and the site was redeveloped into housing 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: