Nairobi, April 10 -- Weetabix, the all-nutritious cereal biscuits, may be a popular whole family breakfast option across most global markets where they are sold, but in Kenya consumers have consigned it to children.

Consequently, the American company that owns the brand has been punching below its weight as it struggles to shed the tag of it being a children breakfast cereal in the local market.

Dominic Kimani, Weetabix East Africa Chief Executive Officer attributes the slow penetration to the "peculiarity" of Kenyans.

"Is it Micheal Joseph [the first CEO of Safaricom, a telco] who talked of Kenya's peculiar habits?" Wonders Mr Kimani when the BD Life asks why Weetabix is a children-only breakfast cereal.

"It is only in this region. Y...