Sunny Bisk relaunches and targets older people

Sunny Bisk, the wheat biscuit cereal owned by Grain Health Foods, is relaunching. The revamped breakfast cereal will be supported by a £2m advertising campaign.

The product, which was originally launched in 1933, will have new packaging and will be aimed at older consumers, as Grain Health believes that market is largely ignored by existing cereal manufacturers. The market is led by Weetabix.

The move is supported by a tie-up with Help the Aged, whose logo will appear on the pack. Grain Health will also donate five per cent of retail sales to the charity.

Grain Health chief executive Alk Brand says that Sunny Bisk is being relaunched because it has a low profile in the UK – despite being the first wheat biscuit cereal to be launched here. The product is better known in Australia and South Africa, where is has received more marketing support.

There will be both an above- and a below-the-line campaign, which will be the first consumer advertising the brand has done in the UK. Brand says that he is planning to start with a print campaign rather than use television. He is also trying to improve the cereal’s distribution. It is already available in Tesco, Sainsbury’s and Somerfield and he says that he is close to signing deals with two other major retailers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here