UK-based cereal group Weetabix has become the latest business to launch a breakfast drink in a bid to offer more convenient products to consumers.
Weetabix On The Go is rolling out this month in the UK and follows the introduction of similar products in the country from smaller firms Lacka Foods and Fresh Marketing.
Go deeper with GlobalData
Breakfast drinks have also been introduced by Kellogg in the US and companies including Sanitarium in Australia.
However, Weetabix claimed the launch of its product was “a pioneering move for the breakfast category” and said it is “the first to market breakfast drinks”. It forecast the category would be worth GBP300m (US$491.6m) by 2015.
Marketing manager Francesca Davies said: “The breakfast on the move category is expected to grow more so over the next three years and we want Weetabix to be leading the charge. Our customers look to us as Britain’s ultimate breakfast expert and we have a responsibility to ensure that they get what they need, but get it in a way that’s suitable for today’s many different lifestyles.”
The drinks, sold in vanilla, chocolate and strawberry flavours, have an RRP of GBP1.39.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
