Ready brek, the £10million[1] smooth porridge brand, returns to TV screens and launches an appealing on-pack promotion this February as it brings back its popular ‘Central Heating for Everyone’ campaign.

The offer gives shoppers the chance to win free heating for 12 months*. To be in the running, the nation will be tasked with creating their own Ready brek ‘glowing creations’ and then simply uploading a picture and description to Facebook or Instagram using #glowingcreations.  

Launching in time for ‘porridge season’, marketing support includes the return of the brand’s ‘Central Heating for Everyone’ TV ad until the end of March, as well as in-store and social media activity – all part of Ready Brek’s £500k plus investment in 2021.

Ready brek is outperforming the category in both value and volume, growing at 5.8% year-on-year compared to just 1% for the total hot cereals’ category[2].

Sarah Roberts, Ready brek Brand Manager says: “We’re excited to be back on TV to get the nation ready for the day on these cold winter mornings. This year’s ‘win central heating’ on-pack competition is more interactive, and we want people to get creative with their Ready brek!

“The rise in awareness of the health benefits of oats has certainly helped to increased demand, with people making healthier choices at breakfast as we enter the new year. Ready brek is leading the category and is a must-stock product in your cereal aisle to tap into this growing trend, especially as some of us are spending more time at home this winter.”

Made with wholegrain oats and nothing else, Ready brek Original is one of the healthiest cereals in the category**, boasting all green traffic lights, as well as no added salt or sugar.

The Ready brek retail range includes 450g and 750g Original, Chocolate 450g and sachets. Recommended retail prices are £1.99 for 450g packs and sachets, and 750g packs at £2.99.

* There are 10 prizes up for grabs, with each prize valued at £1300 – T&C’s can be found on-pack and at https://www.weetabixfoodcompany.co.uk/terms-conditions/glowingcreations

**Original Ready brek variant


[1] Value, Total Coverage, Period Ending: WE 28.11.20 Nielsen

[2] Latest 52 weeks (Nielsen 28 Nov 20)

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