Founded in the United Kingdom in 1932, the world's leading cereal food brand, focusing on breakfast foods and snacks, was acquired by PostHoldings, an American cereal company, in 2017.

Vidomai Food Trading (Shanghai) Co., Ltd. is headquartered in Northamptonshire, UK. Its brands include Weetabix, Alpen, Ready brek, Weetos, Oatibix and Alpen cereal bars. Weetabix has been producing healthy and delicious cereals in the UK since 1932 and is now the UK's trusted and respected breakfast cereal brand.

Located in Burton Latimer Mills, Vidoma produces food products that are exported to more than 80 countries around the world. All along, Victora has gone to great lengths to source wheat within 50 miles of the site to ensure the quality of the ingredients. With manufacturing facilities around the world, 1,800 employees worldwide in North America and around the world.

In April 2017, China's Bright Food Group sold its British grain company Weetabix to US grain company Post Holdings for £1.4 billion (£1.26).