Cerebos produced Bisto, Sharwood’s, Saxa salt, Paxo stuffing, Scott’s Porage Oats and Atora suet by the end of the 1960s.
Cerebos remains a leading salt in France, South Africa and Australia.
George Weddell introduces Cerebos
George Weddell (1855 – 1916) was born at Kelso in the Scottish borders.
Weddell established a reputation as a well-respected chemist. He was appointed managing director of the pharmacy subsidiary of Mawson & Swan, a Newcastle upon Tyne pharmaceuticals manufacturer. The firm was controlled by Joseph Swan (1828 – 1914), who had invented the incandescent light bulb in 1880.
Weddell developed a new pourable table salt in the late nineteenth century. By increasing the phosphate content the salt was less prone to absorb atmospheric moisture. A new partnership was formed, Mawson, Swan & Weddell, in order to manufacture the new product. Branded as “Cerebos”, the salt was marketed for its healthful properties and quickly gained sales, particularly at the premium end of the market.
The business had been registered as a company, Cerebos Ltd, by 1894. The company had a share capital of £250,000 (£24 million in 2014).
A French subsidiary was established in 1901.
Cerebos acquired the Greatham Salt and Brine Works near Hartlepool for £33,500 (£3.2m in 2014) in 1904. Company headquarters were relocated from Newcastle to the newly-acquired site.
Cerebos registered the Bisto trademark for a gravy preparation product in 1895. Bisto gravy powder was launched in 1910, and quickly became the company’s second highest-selling product.
Saxa was launched as a lower-cost sister brand to Cerebos salt from 1909.
The Middlewich Salt Company was acquired for £30,000 in 1920.
The Greatham factory was one of the best-equipped food factories in the world by 1930. By this time Bisto outsold Cerebos salt, but both brands were household names, and Saxa continued to grow in popularity.
Cerebos acquires branded food companies
John Crampton of Wythenshawe in Manchester was acquired in 1939. Established in 1849, it originally specialised in pepper and spices, but by this time also produced Paxo, the leading brand of stuffing in Britain. Cerebos improved the distribution of Crampton products.
A subsidiary was established in South Africa in 1945.
A&R Scott of Fife was acquired in 1951. Best known for the Porage Oats brand, it was the largest producer of porridge in Britain.
Cerebos acquired Brand & Co, the Vauxhall-based producer of A1 sauce, for £4 million (£83.1 million in 2014) in 1959.
Cerebos was valued at £40 million by 1961. By this time the company controlled the majority of Britain’s salt-processing firms. Greatham was the largest domestic salt producing works in Britain. The company operated twelve factories in Britain, as well as plants in Ireland, Australia, France and Africa.
A factory for producing Cerebos and Saxa salt was established in Kuala Lumpur, Malaysia, in 1962.
Brand’s Chicken Essence had established strong sales in Asia by the early 1960s.
Hugon & Co of Manchester was acquired for £8.5 million (£159 million in 2014) in 1963. Hugon produced Atora, the leading suet brand in Britain.
Sharwood of Sittingbourne in Kent, best known for Green Label chutney, was acquired for £1 million (£18.7 million in 2014) in 1963.
Diversification away from the core lines of salt, Bisto and Paxo had a negative impact on profit margins, and as a result, economies were found by rationalising production. All salt production was centralised at Middlewich in Cheshire. The Sittingbourne factory was closed in 1966, and the Vauxhall factory was closed in 1967, with all production relocated to Greatham. Cerebos gained £900,000 from the sale of the Vauxhall site.
Overseas operations contributed to 15 percent of profits by 1968.
Cerebos enjoyed a strong reputation with retailers, and employed an efficient computer-controlled distribution network, with 16 depots. However its profits were stagnating. Salt suffered from low growth, and many of its other product lines, such as porridge, were declining.
Acquisition by Rank Hovis McDougall
Rank Hovis McDougall (RHM), one of the largest food producers in Britain, acquired Cerebos for £61 million (£944.8 million in 2014) in 1968. The merger created a group with a market capitalization of over £180 million (£2.8 billion in 2014). It was a gentlemanly merger, completed after two months of negotiations.
An article in The Sunday Times argued that RHM had paid “£10 million too much” for “brand leaders in virtually stagnant or declining markets; plus a lot of also-rans”. Scott’s had lost its market leadership in porridge to Quaker Oats and Ready Brek. Brand’s meat and fish paste sales were dwarfed by Shippam’s and Sutherland, and Crosse & Blackwell, Epicure and Marela led Sharwood in pickle sales.
RHM invested heavily at the Greatham plant, and it was their largest food factory. Its principal products were, in order, canned soups, Brand’s Essence of Chicken and Beef, Brand’s pastes and spreads and Sharwood’s. 30 million cans of soup were produced every year.
Production of Atora suet and Chesswood mushrooms were transferred to Greatham in 1974. The increase in production saw 1,000 people employed at the site.
Saxa displaced Cerebos as the highest-selling salt in Britain from the 1970s onwards.
Bisto instant gravy granules, the first of its kind in the world, were launched in 1976.
RHM sold A&R Scott to Quaker Oats in 1982.
RHM established a separate subsidiary, Cerebos Pacific, to handle its growing Asian sales in 1982. Brand’s Chicken Essence contributed to 84 percent of Asian sales.
RHM sold a 30 percent stake in Cerebos Pacific in 1984.
RMH divested Cerebos South Africa in the 1980s.
Cerebos Pacific acquired the trademark rights to the Brand and Cerebos names in 1986.
RHM sold its 70 percent stake in Cerebos Pacific to Suntory of Japan for £186 million in 1990.
460 people were employed at the Middlewich site in 1991.
The 18-acre Greatham site was closed with the loss of 180 jobs in 2001.
RHM was acquired by Premier Foods for £1.2 billion in 2007.
Premier regarded Bisto and Sharwood’s among its “power brands” as of 2014, and Saxa, Paxo and Atora among its “support brands”. Saxa, Bisto, Sharwood, Paxo and Atora all led their respective categories in Britain.
Cerebos salt remains popular in France, Australia and South Africa, and is still sold in Britain.