New Weetabix Protein to hit wholesale trade in March

Weetabix, the UK’s biggest cereal brand (Nielsen), has revealed that a new protein-enriched concept will be hitting the wholesale trade in March.

Targeted at active and health-conscious consumers looking to increase their protein intake, Weetabix Protein breakfast cereal comes in a choice of two formats – 24s (rsp £2.99) and 12s (£1.29 PMP).

The new range will benefit from a series of launch promotions, with a £1 trial price featuring on boxes containing 12 wheat biscuits in the first two months from launch.

Caroline La Niece, Weetabix brand manager, says: “The cereal category is ready for a big shift in health perceptions, driven by a big trend from a big brand.

“We have developed Weetabix Protein to make it simpler for consumers to get a high protein tasty, nutritious breakfast that helps keep them powered throughout the morning.”

Weetabix Protein provides 12g of protein per 40g serving with 135ml semi-skimmed milk and is high in fibre, low in sugar, salt and fat and fortified with iron and vitamins.

The range, which will be available at all major supermarkets from February, will be supported by a £1.3 million above-the-line campaign in April, which is expected to reach 70% of the population.

Tel: Weetabix (01536) 722181