Oatibix unveils new recipe, NPD and brand refresh

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Oatibix, the 100% wholegrain oat cereal from the Weetabix Food Company, has unveiled a new and improved recipe for core Oatibix Flakes and introduced new Oatibix Flakes Red Berries. The new recipe and product are accompanied by a refreshed packaging design across its entire range.

The new and improved Oatibix Flakes recipe will be highlighted on pack. The updated product now boasts even more oats, offering the only 100% oat flake on the market. The delicious new formulation is also low in salt and high in fibre.

New to the range, Oatibix Flakes Red Berries will replace the brand’s Raisin & Sultana Flakes. Containing raspberries, strawberries and cherries, Red Berries has been introduced to appeal to more shoppers, with red berries being the number one flavour in the Flake category. 

Jane Richards, Brand Manager, Oatibix says “The oats category is predicted to grow into 2020 and beyond. Our updated Flakes recipe and new Red Berries flavour boast 100% wholegrain oats. We’re confident they will be a firm favourite with consumers as oats are the number one ingredient people are looking to get more of in their diet[1] and our new-look range gives shoppers a tasty way to do just that!”

The brand’s modern new look, which is clearer and bolder, ensures the range will stand out on fixture, whilst ensuring it remains recognisable to its base of loyal consumers. The design also utilises the positive associations of the distinctive Weetabix brand, including the line ‘Have you had your Oatibix?’ The new packs will sport general health messaging, moving away from previous, specific, heart health claims to broaden consumer appeal and relevance, building on the health trend around oats.

Richards continues “Our refreshed pack designs will ensure the brand has stronger impact in-store, pulling shoppers into the functional health area of the fixture, helping to drive sales for retailers and further adding value to the category”.

The new product and brand refresh will be supported initially by in-store activations in Asda and Sainsbury’s, shopper media and across social channels.

The new look Oatibix will be available in store from April. Oatibix Flakes Red Berries has an MRRSP of £2.99 (475g).