Sir Richard George is the only member of the George family still to have an active involvement in Weetabix - a business his grandfather took over in 1933.
The Northamptonshire family were originally flour millers, and still control Whitworths Holdings, a flour-milling operation that is now run by Sir Richard's brother Martin.
Another brother, David, founded and still runs Sloane Helicopters, a Northamptonshire-based helicopter distributor whose charter business ferries executives and celebrities around the country.
Very little is known about Sir Richard, who was knighted in 1995, or the George family. They rarely give interviews and guard their privacy jealously.
Sir Richard, 59, is said to enjoy traditional countryside pursuits and is particularly fond of shooting. He is also a keen golfer; Weetabix has sponsored the Women's British Open since 1987.
Sir Richard is a long-standing supporter of the Conservative party and an outspoken campaigner to keep the pound. He has three children, the eldest of whom is 19.
Sir Richard and his family were rated 439th richest in Britain - with a fortune of £75m, of which £28m was attributable to Weetabix and £40m to Whitworths - in The Sunday Times Rich List in April.Reuse content