Why Have KY Searches For This British Food Company Spiked?

I'm a big University of Kentucky basketball fan, and it's been a less-than-fun six years. It was in 2019 when Kentucky won its way into the Sweet 16 of the NCAA Tournament for the last time until this year. But new head coach and former player Mark Pope has breathed new life into the program, winning lots of big games and taking this Wildcats team BACK into the tournament's second weekend.

Amari Williams

After their Round Two win over Illinois, UK players made themselves available for interviews, and it was in one with Kentucky forward Amari Williams that I learned something I never knew. Williams (who had, arguably, his best game of the season against the Fighting Illini) is British. I discovered that fun factotum after Coach Pope jokingly attributed Williams's strong performance to Weetabix.

Excuse me?

Weetabix

That mention has lead to a huge increase in searches in Kentucky for the British food company.

Ads I've found online usually end with, "Have you had your Weetabix?" My answer is "no." But I'm all for any LEGAL substances a player might use to improve his performance. And if something that looks like McDonald's Hash Browns in milk with berries does the trick, it has my approval.

I have been watching the 'Cats all season long and have been particularly impressed with Williams during those many stretches throughout the season when Kentucky wasn't able to play at full strength. For a guy his size to run the point in an emergency situation and help UK knock off a Top 10 team like Tennessee on the road? Incredibly impressive.

Here in the states, we jokingly might say, "Looks like he had an extra spoonful of Wheaties, this morning." In the United Kingdom, that other UK, it's Weetabix.

Weetabix Sales

And, by the way, Kentucky fans respond when the time comes. Weetabix has become the number one cereal on Amazon and probably JUST because of Amari Williams. Hey, if I can find a box, I'll try it. But you can keep the warm milk. Ugh.