Weetabix launches HFSS-compliant Lyle’s Golden Syrup variant

Weetabix, the UK’s bestselling cereal (Nielsen), has teamed up with Lyle’s Golden Syrup to launch a new HFSS-compliant cereal.

Available from 24 May, Weetabix baked with Lyle’s Golden Syrup has an rsp of £3.29 for a 24-biscuit pack. The product is high in fibre, low in fat and salt, and uses 100% British wholegrain wheat, ensuring it is HFSS-compliant.

The ‘tasty cereal’ category has grown by 11% in the last two years (Nielsen), with taste now the number one purchase driver. Weetabix’s existing ‘flavours’ range (Chocolate and Banana) have benefited from the trend, seeing double-digit growth in the last 12 months (Nielsen).

The launch will be supported with in-store and online shopper activity, digital video adverts and social media and influencer amplification, as part of a £250,000 marketing investment.

Gareth Turner, head of marketing at Weetabix, says: “Consumers are looking for products that hit the mark taste-wise, but also offer nutritional benefits. On top of this, brand partnerships are on the rise with shoppers seeking authentic flavours and new experiences, so it’s the perfect time to bring two huge British kitchen cupboard staples together to launch this new cereal, which offers a unique flavour combination, two exciting brands and a strong nutritional profile.

“Innovation is key to driving cereal sales and introducing people to the category. We expect that the combination of both iconic logos on pack will capture attention in-store, whilst as a HFSS-compliant range, we’ll be able to support the launch as usual in the months ahead.”