Weetabix On The Go, the UK’s No. 1 breakfast drink, has announced the launch of a new Caffé Latte variant. The limited-edition flavour will be available in convenience and wholesale from March 2021, with grocery listings from July.
A perfect fit for busy mornings, the Caffé Latte breakfast drink contains 37.5mg/100ml of caffeine, meaning it’s a convenient two-for-one combination of breakfast and coffee.
The eye-catching bottle design highlights coffee beans alongside Weetabix On The Go’s instantly recognisable logo, with the brand hoping to introduce new shoppers to the coffee drink category. The drink also calls out strong nutritional credentials on pack, with it containing the same amount of sugar as a glass of milk.
Emma Varlow, General Manager at Weetabix On The Go, said: “Weetabix On The Go is the leading brand in the category with a 60% share of the breakfast drinks sector. We’re confident that there is a huge opportunity in the months ahead for breakfast drinks, both at-home to suit our busy mornings or whilst on the move when things open-up again. Our new Caffé Latte flavour offers a convenient breakfast with an added boost of caffeine to help Brits start their morning off right.
“Coffee is now the second most popular flavour of flavoured milk and has a value of £34.5m with growth of 18.1% in the last year. We want to offer shoppers a product that delivers on taste and meets the demand of the growing sector, which is why we’ll continue to invest in digital media and shopper activity in the months ahead to amplify this launch. Last year we also redesigned our bottles so the bottle, cap and sleeve can now all be recycled together.”
To support the roll-out further and ensure retailers are making the most of increased demand for the Caffé Latte drink, Weetabix On The Go will continue its ‘Strikethrough’ programme in convenience and wholesale, and launch with a limited edition £1 PMP.
The programme aims to get retailers to restock the On The Go range and build distribution. The field support campaign offers a series of direct-to-store packages and wholesale vouchers, as well as providing instore advice to grow awareness of the various breakfast drink mission occasions.
A social media influencer campaign will also be rolled out later in the summer to support the launch.
The limited-edition Weetabix On The Go Caffé Latte will launch with a £1 PMP.
* Including Asda, Co-op, Morrisons, WHSmith
 Nielsen, 2020
 KANTAR, 52 w/e 12 July 2020