Ready brek brings creative fun to family mornings with Roald Dahl partnership

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Ready brek, the nation’s favourite smooth porridge brand, is partnering with Roald Dahl to bring iconic literary characters to breakfast tables with the release of Limited-Edition packs.

Available on-shelf from January to March 2022, four of Roald Dahl’s biggest titles; The BFG, Matilda, James and the Giant Peach and The Witches, will feature on-pack alongside a new promotion.

The £10million[2] porridge brand is giving families the chance to win Roald Dahl merchandise – with 7,500 prizes (worth £200,000), including box sets of books and crockery sets, up for grabs*. A microsite will also host free Roald Dahl activities for all to enjoy.

Ready brek is supporting the launch with a £100,000 shopper activity investment. This includes digital activations and eye-catching point of sale to bring the world of Roald Dahl to life in-store and online. Consumer social media campaigns will run across the Ready brek and Roald Dahl channels, climaxing around World Book Day on 3 March.

Roald Dahl is the UK’s number one children’s author and has sold over 300m books worldwide, in more than 63 languages.

Alastair Porter, marketing controller, says: “A Roald Dahl book is sold every 2.6 seconds and these well-loved children’s characters are a brilliant match for your morning bowl of Ready brek.

“Roald Dahl is immensely popular with families, with a 98% awareness rate. This partnership aims to ignite some love back into the brand and category, increasing our reach to families and introducing new consumers. As a result, we’re expecting a sales boost for Ready brek, adding incremental value to the rest of the category.”

Ready brek’s Limited-Edition Roald Dahl packs will be available across the Ready brek range** (excluding PMP) in grocery, convenience and wholesale. The partnership will return with a new promotion in autumn 2022 ahead of the next porridge season.

* To enter, participants have to purchase one of the Limited-Edition packs, scan the QR code, enter their details and upload proof of receipt. They will then instantly find out through the microsite if they’re a lucky winner.