The cereal view of a split nation

For an alternative view on how the North/South divide developed, the Diary is indebted to Mike Newman, circulation director at Mail Newspapers.

Newman offers the latest in the urban myths of marketing, following on from Persil and the outbreak of World War Two (MW March 10).

According to Newman it is said that you can still detect the effects of wartime zoning in the brand share of many of our long-established brands. “For example”, he says, “Weetabix is strong in the South of England while Shredded Wheat is strong in the North.”

He also believes that the regional strengths of many tea brands and processed meats exist for exactly the same reason. All urban myths gratefully accepted.

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