The UK’s No. 1 breakfast drink[1], Weetabix On The Go, is targeting busy families at home and helping to meet shoppers’ needs for value with the introduction of a Family Pack range. The 1L family cartons are available in its two top selling flavours – Chocolate and Strawberry – and will hit Morrisons shelves from this month.

With 60% of Weetabix On The Go drinks consumption now in the home[2], it is adapting to this trend by offering a convenient breakfast that is ideal for sharing with the household on hectic mornings. With convenience the number one need state at breakfast[3], the carton is a fridge essential for those rush-hour family mornings and a strong addition to the kitchen cupboard, ready to be chilled as and when desired.

A £10million brand with an almost 60% share of the breakfast drinks sector[4], Weetabix On The Go is hoping to introduce new value-orientated shoppers to the category with the cartons. The launch will be supported with social activity from YouTube star and influencer LadBaby, as well as in-store and online support with Morrisons.

Emma Varlow, General Manager at Weetabix On The Go, said: “It’s important to us that we continue to meet ever-evolving shopper needs. We know that families are looking for convenience and value more than ever and our one litre range will offer just that.

“It’s been great to see impulse sales of our single bottles grow in recent months, as people return to on the move behaviours, but with a good amount of our consumption still taking place in the home, this is an affordable solution to keep everyone ‘on top’ during busy mornings. Weetabix On The Go’s Family range is HFSS-compliant, with each portion containing the same amount of sugar as a glass of milk[5], whilst the packs also call out the drink’s nutritional credentials, offering energy[6], fibre and protein.”

Weetabix On The Go Family Pack cartons (1L) are made from fully recyclable FSC-certified paperboard. They will be available initially at Morrisons from November, with further listings to follow in the new year – RSP £2.99 / £2.50 promo.

[1] Nielsen 52 we 11 09 21

[2] Dipsticks/Weetabix Breakfast Tracker 2021

[3] Dipsticks/Weetabix Breakfast Tracker 2021

[4] Nielsen 52 we 11 09 21

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

[6] From Iron

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