Weetabix Food Company and The Football Association [The FA] have partnered to encourage the nation to embrace healthy choices through their new ‘Eat Well, Live Well, Play Well’ initiative. The partnership will see the nation’s favourite cereal become the Official Breakfast Category Partner of the England Women’s and Men’s Senior Teams and lead partner of Wildcats. 

Weetabix will become the headline partner of The FA’s girl’s participation programme, Wildcats, which will be renamed to ‘Weetabix Wildcats’. Wildcats is for girls aged 5-11 who want to get involved with football for the very first time or want the opportunity to play with other girls their own age. There are currently over 1,600 Wildcats providers across England, giving girls the opportunity to play football in a fun and friendly environment which provides the perfect setting for girls to stay active, build confidence and meet new friends.

Weetabix and The FA are committed to doubling the number of Wildcats providers by the end of 2024 and will work closely with performance experts at St. George’s Park to implement learning about nutrition as part of the Weetabix Wildcats programme.

The new partnership will focus on Weetabix Original’s nutritional credentials, being low in sugar, salt, and fat, as well as high in fibre, helping to support the health of the nation with a strong start to the day. 

Gareth Turner, Head of Brand at Weetabix, said: “This is huge news for Weetabix. We are already known as the nation’s favourite cereal and working with The FA will only cement this further.

“This partnership reinforces our belief that everyone can achieve their best with a proper, Weetabix start to the day, and we’re delighted that we can bring the Weetabix advantage to the next generation of talent through our work with the ‘Weetabix Wildcats’

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