The UK’s number one breakfast drink[1], Weetabix On The Go, is bringing back its limited-edition Caffé Latte flavour this summer due to strong sales and the increasing demand for coffee flavoured drinks.

Following the first limited-edition run in 2021, the Caffé Latte flavour became an instant hit, with the £1 PMP accounting for 30% of the total Weetabix On The Go case sales in Bestway last spring[2]. The flavour will be available again as a £1 PMP in wholesale and convenience stores.

The iced coffee market has continued to grow in 2022 with retail sales soaring by 35.4% to £209m over the past year[3] and ready-to-drink coffee’s popularity is projected to rise in the UK in the years ahead[4].

Caffé Latte offers an easy solution to breakfast and caffeine on the move, containing the same amount of caffeine as a regular cup of coffee. The combination is a proven success with consumers purchasing over 300,000 bottles of the Caffé Latte flavour last year.

Millennials and Generation Z are usually a key demographic for chilled coffee drinks however, Weetabix On The Go aims to be the solution for those of any age who value the grab-and-go nature of one-handed consumption.

Christian Sarginson, Marketing Manager, Weetabix On The Go, said: “Weetabix On The Go has offered a convenient and tasty breakfast option since its launch in 2013. We aim to look out for new ways to elevate breakfast, and the award-winning[5] Caffé Latte flavour really resonated last year, with shoppers praising the great taste of the drink and its strong nutritional credentials.

“With chilled coffee on the rise, this limited-edition will gives the UK a boost in the mornings or a handy pick-me-up snack during the day. We know that the £1 PMP will work perfectly in the impulse channel, coming at an ideal time when more people are now looking for breakfast and snacking options on the move at an affordable price.”

Weetabix On The Go recently redesigned its bottles to ensure that the bottle, cap and sleeve are 100% kerbside recyclable.

The price-marked packs will be available across Weetabix On The Go’s HFSS -compliant range: 250ml Strawberry, Chocolate, Vanilla, Banana, and Caffé Latte flavours (RRP: £1).

[1] Nielsen, Total Coverage Value Sales MAT, 26/03/2022

[2] Bestway eops case sales of £1 PMP, 24th April – 26th June 2021.

[3] NielsenIQ 52 w/e 1 January 2022

[4] Mordor Intelligence, 2021

[5] The Grocer New Product Award, 2021

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