The UK’s number one breakfast cereal, Weetabix[1], has announced the launch of new Weetabix Melts. The soft centred crunchy bites come in two delicious flavours – milk and white chocolate – and will be available in wholesale and grocery from late March.

Weetabix’s latest innovation was designed to meet the growing demand for indulgent yet nutritious cereals, with the tasty cereal category seeing a +12.1%[2] growth over the last year.

Melts maintain strong nutritionals with no red traffic lights and are classified as non-HFSS*, allowing Weetabix and retailers to really get behind the launch. Melts are high in fibre, low in salt and fortified with vitamins and iron, meaning they are a great way to start the day or enjoy as a snack.

The launch of Weetabix Melts will be supported by a £2.5million investment over 12-months, including a bold new TV advert set to air in the summer, as well as social media and influencer campaigns. In-store and online shopper activations will also ensure further awareness at point of purchase.

Gareth Turner, Head of Brand at Weetabix Food Company, said: “Taste is without a doubt the number one driver of purchase within cereals. Weetabix Melts allow us to appeal to shoppers looking for a more indulgent option at breakfast or for a snack, with the added reassurance of health and quality that consumers know and expect from the Weetabix brand.

“As Melts are classified as non-HFSS*, we intend to support the launch with a significant through-the-line campaign, driving footfall and bringing much wanted excitement to the cereal aisle.

“We’re sure that shoppers will love Weetabix Melts – in fact it’s been our best-ever performing product concept within consumer research panels. A significant 8 out of 10 of those asked stated that they would definitely purchase[3], with taste and appeal scores higher than our competitors in the sector.”

RRP: 360g pack – £2.99 (available in 6 x 360g cases)

*Non-High fat, salt and sugar

[1] Nielsen data to 26th December 2020

[2] Kantar Worldpanel 27.12.20 52we

[3] MMR Home Usage Test, August 2020

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