Damon Mcknight
Ready Brek is a type of porridge/oats that is popular in the UK. However, it is not available in Australia due to the country's restrictions on importing cereals with added vitamin B12. This has led to a demand for Ready Brek among British expatriates in Australia, who have resorted to purchasing it from specialty shops or importing it from the UK, despite the high shipping costs.
| Characteristics | Values |
|---|---|
| Reason for ban | Ready Brek contains vitamin B12, which is illegal to import into Australia |
| Date of ban | Early 2007 |
| Availability in Australia | Cannot be sold in shops, but can be imported |
| Alternatives | Uncle Toby's, Weetabix, Oat So Simple |
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What You'll Learn
Ready Brek is only 60% oats
Ready Brek is a type of porridge/oats that has been described as having a less oaty texture and a smoother consistency. While it is marketed as a breakfast cereal, it only contains 60% oats, with the remaining 40% consisting of oat flour. This is in contrast to other oat-based cereals like Uncle Toby's, which is made from 100% wholegrain rolled oats.
The relatively low oat content of Ready Brek may be one reason why it has been prohibited in Australia since 2007. According to sources, the product was banned due to the presence of vitamin B12, which is not permitted in imported cereals in the country. This has led to Ready Brek being unavailable in Australian shops, leaving some consumers to resort to purchasing it from British food shops or importing it from overseas at a significantly higher cost.
The absence of Ready Brek in Australia has prompted consumers to seek alternatives that replicate its unique texture and taste. Some have attempted to blend oats to achieve a similar consistency, while others have suggested that Uncle Toby's quick oats come close to the desired smoothness. However, these substitutes have not fully satisfied the craving for Ready Brek, highlighting the product's distinct position in the market.
While the low oat content of Ready Brek may not be the sole reason for its ban in Australia, it is a notable characteristic of the product. The inclusion of oat flour as a significant component contributes to its smoother texture and sets it apart from traditional oat-based cereals. This distinction has likely contributed to its popularity among consumers seeking a less oaty option, even if it falls short of being a wholly oaty experience.
In conclusion, while Ready Brek's 60% oat composition may not be the primary reason for its absence in Australia, it is a defining feature of the product that has garnered both appreciation and criticism. The ban has left consumers seeking alternatives, but none have fully replicated the unique qualities of Ready Brek, leaving a gap in the market for a smooth and lightweight oat-based cereal.
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Ready Brek contains vitamin B12
Ready Brek is a popular breakfast cereal in the UK, which is made from finely ground oats and oat flour. It is known for its smooth texture and is often enjoyed by children. However, in Australia, Ready Brek has been prohibited since 2007 due to the presence of vitamin B12, which is an illegal ingredient in cereals according to Australian regulations.
Vitamin B12 is an essential water-soluble vitamin that plays a crucial role in several bodily functions, including red blood cell formation, nerve health, and DNA synthesis. It is naturally found in animal-based foods such as meat, poultry, fish, dairy, and eggs. Fortified breakfast cereals, like Ready Brek, are also a common source of vitamin B12, especially for those following a vegetarian or vegan diet.
In Australia, the addition of vitamin B12 to cereals is prohibited. This regulation has resulted in the absence of Ready Brek on Australian supermarket shelves. It is worth noting that other cereals, like Shreddies, which also contain vitamin B12, are similarly affected and cannot be sold in Australia.
The reason for this ban is not entirely clear, but it may be due to concerns about excessive vitamin B12 intake or specific regulations regarding the fortification of foods. Some individuals have expressed their disappointment in the ban, especially British expatriates living in Australia who are accustomed to consuming Ready Brek.
Despite the ban, some workarounds have been found. Some British specialty shops in Australia import Ready Brek but cannot sell it openly. Instead, they may offer it discreetly to customers who are aware of its availability. Additionally, individuals travelling to Australia have reported being able to bring Ready Brek into the country for personal consumption, although the regulations surrounding this may vary.
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Ready Brek is owned by an American company
Ready Brek, a smooth porridge or hot oat-based breakfast cereal, was banned in Australia in 2007 because it contains vitamin B12, which makes it illegal to import into the country. While Ready Brek was originally produced by J. Lyons and Co. and launched in 1957, it was purchased by Weetabix in June 1990. Interestingly, in 2003, Weetabix, along with Alpen and Weetos, was bought by an American company, which now owns and produces Ready Brek. This means that Ready Brek, a product often associated with British culture, is now an American-owned brand.
The American ownership of Ready Brek adds an intriguing layer to its story, especially given the product's long history in the UK. Ready Brek was created through experimentation by Walter Pitts, the Greenford factory manager from the Tea Division of Lyons, and it has since become a beloved breakfast option for many, especially during the autumn and winter months. The product's popularity is reflected in its memorable slogans, such as "Central heating for kids" and "Get up and Glow," and its television advertisements that aired during the 1970s and 1980s.
While the American ownership of Ready Brek may come as a surprise to some, it is not an isolated case. Several other food brands that are commonly associated with British culture have also been acquired by companies based in other countries. For instance, Typhoo Tea, a well-known British tea brand, was bought by an Indian company in 2005. Similarly, HP Sauce, a staple in many British kitchens, is owned by the American company Heinz.
The global ownership of food brands highlights the interconnected nature of the food industry and the complex web of international acquisitions and mergers that have taken place over the years. While some consumers may be loyal to specific brands, the corporate landscape behind these brands is constantly evolving, leading to unexpected connections and ownership structures.
Despite the American ownership, Ready Brek remains a unique product in the market, offering a smooth and lightweight texture that sets it apart from traditional porridge or oat-based cereals. This distinct texture has created a dedicated fan base, as evidenced by the demand for Ready Brek alternatives in Australia, even after the product was banned from the market.
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Ready Brek is prohibited in Australia
The absence of Ready Brek in Australia has led some consumers to seek alternative cereals that offer a similar experience. Some have suggested blending oats to achieve a similar texture, while others have recommended trying different brands, such as Uncle Toby's quick oats or Weet-a-bix.
It is worth noting that while Ready Brek is prohibited in Australia due to its vitamin B12 content, other cereals with the same ingredient, such as Shreddies, are also absent from Australian shelves. This indicates that the prohibition of Ready Brek is not an isolated case, and there are import restrictions on certain fortified foods in the country.
The prohibition of Ready Brek in Australia highlights the differences in regulations and consumer preferences across different countries. While Ready Brek may be a familiar and beloved product in the UK, its absence in Australia underscores the challenges of accessing specific products when living or travelling abroad.
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Ready Brek can be imported into Australia but not sold
Ready Brek is a type of porridge/oats that is popular in the UK. It is known for its smooth texture, which is achieved by finely grinding the oats. While Ready Brek used to be available in Australia, it is no longer sold in shops there. This is because it contains vitamin B12, which is banned in cereals in Australia, making it illegal to import and sell.
However, some people have found ways to get around this restriction. One person reported finding a British shop in Australia that sold Ready Brek, but they had to import it listed as something else. Others have found Ready Brek for sale online, but the shipping costs can be very high. It is also possible to bring Ready Brek into Australia when travelling, as long as it is declared at the airport.
While there is demand for Ready Brek in Australia, particularly among British expats, there is no equivalent product available in the country. Some have suggested that Uncle Toby's quick oats have a similar texture, but it is not the same. Others have tried blending oats to make their own version of Ready Brek, but it doesn't taste quite right.
So, while it is possible to import Ready Brek into Australia, it cannot be sold due to the restriction on vitamin B12 in cereals. This has led to a black market for the product, with some shops importing it under different names and people bringing it into the country in their luggage.
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Frequently asked questions
Ready Brek is banned in Australia because it contains vitamin B12, which is illegal to import into the country.
Ready Brek was banned in Australia in early 2007 when stockists stopped supplying it due to its vitamin B12 content.
It is possible to bring Ready Brek into Australia, as some travellers have declared it at the airport without issue. However, it cannot be sold in shops.
Some possible alternatives to Ready Brek in Australia include Uncle Toby's quick oats and Weet-a-bix.
Some British sweet shops or delis in Australia may sell Ready Brek, but it is often expensive and has to be imported illegally.
