Northamptonshire town is changing its name in honour of breakfast cereal Weetabix
Burton Latimer in Northamptonshire is well known for being the area that’s home to the wheat that goes into the well known breakfast.
Last updated 14th Nov 2023
A small Northamptonshire town is being renamed after a popular breakfast cereal with farmers in the area helping to make 11 million Weetabix biscuits each day.
Now some of those farmers, along with residents and even the MP in Burton Latimer have come together to rename the town "Weetabixshire" to celebrate the importance of 'local people' for the global brand.
Farmer Jim Beaty – who recently took over his dad’s farm, and MP Philip Hollobone have come together to change the name, helping to create 7ft tall ‘Welcome to Weetabixshire’ roadway signs as you enter the town in the hope the area will be recongised for it’s important role in wheat production.
Other community groups are on board and have also rebranded the local Burton Latimer Town Cricket Club to Weetabixshire Cricket Club and Meadowside Primary School in Burton Latimer to Weetabixshire Primary School, bringing the brands affection for its hometown to life and bringing the community together.
The name change is happening today (Tuesday 14th November), but it’s only for one day. Although it could be permanent. The group behind the name change have set up a petition to change Burton Latimer’s name for good.