Weetabix launches partnership with Virgin Sport


Weetabix, the UK’s number one breakfast cereal, has joined forces with Virgin Sport. Unveiling a new partnership with the ASICS London 10K and launching the Weetabix Protein Youth Challenge.

Taking place on Sunday 5 July, the new youth running initiative will see children aged 7-14 years join the ASICS London 10K for the first timeencouraging participants to achieve their first major running goal.

Each Weetabix Protein Youth Challenge runner will cover as many kilometres as they can in the lead up to race day, they are then invited to join 1,000 fellow challengers to complete their final distance in front of the cheering crowds at the ASICS London 10K finish line. Runners across the country are also encouraged to participate virtually so those unable to travel to London in July can still earn their race day rewards.

Anna Cheatley, brand manager for Weetabix Protein, said: “We’re really excited to join forces with ASICS London 10K and Virgin Sport. Families have always been at the heart of Weetabix, so we’re proud to help people of all ages get off to a strong start and power their way through their running challenge.

“We know protein continues to be popular with consumers at breakfast time and pulls people towards the cereal category. Weetabix Protein is the perfect way to power your body through the morning and is the number one protein cereal brand. Our Weetabix On The Go Protein breakfast drinks are also the perfect solution for those looking for a proper protein-packed breakfast whilst on the move.”

Jessica Frey, CEO of Virgin Sport adds: “The ASICS London 10K is Virgin Sport’s most iconic landmark race. We’re delighted to partner with Weetabix Protein at this year’s event to bring people of all ages and abilities together through movement.”

Weetabix is found in over 35% of UK households and 1.3 billion bowls have been eaten in the past year. Weetabix Protein is a £6.1m1 brand and the No1 Protein SKU in the segment with a 31% volume share of the growing protein cereal market.

The Weetabix Protein Youth Challenge is the first of a series of activity linked to the Weetabix and Virgin Sport collaboration. Further activity will include ambassador events and influencer partnerships.