Weetabix has made another move to target interest in protein in the UK with the launch of a version of its flagship product that is enriched with the ingredient.
The company is rolling out Weetabix Protein into stores from next month. A serving of the cereal with milk – which Weetabix classifies as a 40g portion with 135ml of semi-skimmed milk – contains 12g of protein.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData“The cereal category is ready for a big shift in health perceptions, driven by a big trend from a big brand,” Weetabix brand manager Caroline La Niece said. “We have developed Weetabix Protein to make it simpler for consumers to get a high protein, tasty, nutritious breakfast that helps keep them powered throughout the morning.”
Weetabix Protein is not the group’s first cereal to receive a protein boost. In June, it launched Weetabix Protein Crunch and added a protein-enriched line to its On The Go drinks range.
The new cereal will be available at Waitrose from next month and “the other major multiples” from February, the company, majority-owned by China’s Bright Food, said.
A box of 24 have a recommended price of GBP2.99. In April, Weetabix will launch an advertising campaign to market the new product.
