wheat bisk

Introduced by other manufacturers as a generic term for Weetabix-style products.

wheat bisk (plural wheat bisks)

1. A conglomeration of cereal fibres in lozenge form, used as a breakfast food.
   • 2006, Tony Yeshin, Advertising, page 131:

     Asda used the fact that their Wheat Bisks product bore a striking resemblance to the Weetabix brand to defend their position in the claimed confusion between their Puffin brand and the McVitie's Penguin brand.

   • 2008, Monica Ali, Brick Lane, page 97:

     There would be no more money until every last thing on the shelves was eaten. Now they were down to Sun Maid raisins and Sainsbury's Wheat Bisks. For three days the children had eaten only Wheat Bisks in water and handfuls of raisins.

   • 2013, Graeme Obree, The Obree Way, page 116:

     The best ones are either wheat that is shredded and has nothing but wheat in it or wheat bisks. Ironically, the cheaper brands of wheat bisks have less processing and less salt added.