The UK’s No. 1 breakfast drink[1], Weetabix On The Go, has continued its commitment to the convenience channel and has seen brilliant results from its recent field sales activity.

The field sales team* secured 1,172 new distribution points and sold 1,618 cases over the course of one week, triple the usual rate. The campaign saw an average of 11.5 store calls per day, with over 700 pieces of POS and drinks chiller merchandising assets provided to retailers.

This activity aims to help retailers offer the right options to shoppers, across drinks and snack bars, with on the move breakfast product sales currently in healthy growth and set to continue further in the summer months with more people out and about.

Another burst of field sales activity will take place in July, focussed around Weetabix’s football on-pack partnership to coincide with the UEFA Women’s Euro 2022, in addition to showcasing Weetabix On The Go’s popular Caffé Latte edition.  

Awareness for Weetabix On The Go is further supported across June and July by a consumer sampling campaign touring cities nationwide, with sampling staff distributing chilled product from a bright yellow milk van.

Christian Sarginson, Marketing Manager, Weetabix On The Go, said: “Weetabix On The Go is the leading brand in the breakfast drink sector, accounting for 83% of all sales in the impulse channel[2]. Convenience stores are therefore vital for this popular grab-and-go product, and we want to support independent retailers however we can. The aim of this field sales burst is to increase distribution and educate retailers on how to capitalise on the growing breakfast on the go trend, with the right products in the right place for their store.

“Our upcoming field sales blitz will ensure retailers are also maximising the Women’s Euros this summer. Products from Weetabix’s portfolio, including Weetabix On The Go (Core range, multipacks and 1L) Weetabix Original, Weetabix Crispy Minis and Weetabix Protein are part of our on-pack promotion offering ‘money can’t buy’ prizes, such as tickets to matches at UEFA Women’s Euro 2022 and signed shirts. It’s a great way for retailers to guarantee their breakfast offering is part of the summer football spirit”

Weetabix On The Go remains ahead of the game in terms of sugar content and nutritionals. The entire Weetabix On The Go range is HFSS-compliant, with each bottle containing no more sugar than a glass of milk [3], making it a healthy and affordable choice for the whole family.

* Weetabix work in partnership with REL Field Marketing to activate the sales campaign.

[1] Nielsen data to 21.05.22

[2] Nielsen 52we 21.05.22

[3] Average milk contains 4.7-5g of sugar per 100ml (semi/skimmed/whole) – McCance & Widdowson’s

Deeside Cereals Acquisition

The Weetabix Food Company is pleased to announce that on Friday 1st December 2023, they completed a deal to acquire Deeside Cereals from Wholebake Limited. The acquisition will strengthen the Weetabix Food Company, bringing new…

Read More

The cost-of-living crisis won’t dampen the power of trusted brands, reveals Weetabix survey

The Weetabix Food Company, makers of the nation’s favourite breakfast cereal[1], has revealed new research that indicates even in the face of the current cost-of-living crisis, the power of a trusted, healthy brand still resonates. …

Read More