Ready brek collaborates with Asda for new caramel flavour

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Ready brek, the smooth porridge oat brand from the Weetabix Food Company, is expanding its range with a new caramel flavour, available exclusively in Asda.

Made with wholegrain oats, Ready brek is the only porridge fortified with vitamins and minerals. The new cereal was created following collaboration between Weetabix Food Company and the supermarket in order to meet consumer demand for more variety, with caramel continuing to be a popular flavour.

The Ready brek brand has a value of £8.5m, and recently brought back its iconic ‘glow’ imagery with the return of the ‘Central Heating for Everyone’ campaign. The campaign also saw the brand’s return to TV for the first time in five years driving real momentum for Ready brek which has reported an 11% increase in year-on-year sales in the latest 12 weeks and believe the new addition to the range will help drive further growth.

Nanda Desai, brand manager, Ready brek, says: “More and more people are looking for new choices at breakfast time and we’re delighted to have collaborated with Asda to deliver a delicious new Ready brek variant.

“We believe Ready brek Caramel will be a big hit with Asda shoppers during the cold months ahead and beyond.”

Ready brek Caramel available in x6 sachets and is available as a promotion for £1.50.