Weetabix unveils sugar reduction and new pack design

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Weetabix, the nation’s favourite cereal brand, has announced its Weetabix Crispy Minis range has undertaken a sugar reduction and will be supplemented with Vitamin D2. The nutritional improvements mean the Weetabix brand will continue to lead the way on best in class nutrition in the cereal category.

Enjoyment is a key sales driver in the breakfast category, influencing 78% of in-home consumption choices[. The Weetabix Crispy Minis pack has been revamped to reflect this, with the engaging new design highlighting the delicious taste on-pack.

Made from 100% wholegrain wheat, Weetabix Crispy Minis are high in fibre, low in salt and now contain up to 4g less sugar as part of Weetabix’s sugar reduction strategy:

·         Weetabix Crispy Minis Choc Chip: 17g/100g

·         Weetabix Crispy Minis Banana: 15g/100g

·         Weetabix Crispy Minis Fruit & Nut 18g/100g

Available in three flavours, from January, the irresistible crunchy bites are fortified with vitamins and iron, with the new recipe adding Vitamin D2 to promote the absorption of calcium, essential for healthy bones and muscles.

The Weetabix Minis ranges has shown good market performance in recent weeks, with sales value up 12% and sales volume increasing by 10%[2] – the reformulation and pack design aims to increase the brands sales in 2019, while also contributing to the category as a whole.

The Crispy Minis brand will enjoy strong media investment benefitting from the brand’s £10m media investment in 2019, as part of the ‘Have You Had Your Weetabix?’ campaign, with New Crispy Minis Choc Chip tags featuring at the end of the award-winning ‘Jack and the Beanstalk’ TV advert.

Zoe Brimfield, senior brand manager, Weetabix says: “Whilst Weetabix and Weetabix Minis will continue to lead the way on best in class nutrition in the cereal category, taste remains paramount to us. It’s an important attribute driving sustainable value sales in the category and our refreshed pack reflects this. We’re confident Minis will continue to be a firm favourite for families and go down a treat at the breakfast table.

“Weetabix is dedicated to bringing delicious and nutritious breakfast choices to the UK, helping to lead the breakfast category toward growth.”

All breakfast cereals and drinks across the Weetabix Food Company range have nutritional traffic light information on pack to help shoppers make clear choices.