Weetos taps into mega choc orange trend with limited-edition

Weetos, the fast-growing family brand from the Weetabix Food Company portfolio, is welcoming in 2022 with the launch of a new, limited-edition flavour in its range: Weetos Orange Chocolatey Hoops. Top of the ranking in product concept testing, the new flavour is set to tantalise tastebuds and tempt new shoppers to the category.

Available initially in Asda stores from mid-February, the new Weetos Orange Chocolatey Hoops cereal, which comes in 420g packs, fills a big opportunity by bringing this on-trend flavour – popular in many other categories – to the cereal aisle.

Currently valued at £13m, Weetos is the number seven ranked brand in the tasty choice category, and has shown double-digit growth in the past year, up +12.4%.  

Backed by in-store promotions and online marketing campaigns, Weetos Orange Chocolatey Hoops is HFSS compliant with no red traffic lights, while it also boasts strong nutritional scores, as it is high in fibre. Weetos is already a family favourite, and the new flavour represents a brilliant opportunity to encourage sales of Weetos all year round and bring new shoppers to the brand.

Alastair Porter, marketing controller, comments: “Choc orange flavours are everywhere you look except in tasty cereals, so we’re excited to be bringing this on-trend taste to the category. We’ve taste-tested Weetos Orange Chocolatey Hoops among our target audience, so they’re loved by kids and, since they’re HFSS-compliant, they’ll be approved by adults too!

“Introducing new flavours attracts new shoppers, builds our physical presence in stores and should help to drive further sales of Weetos – one of the top 10 brands in the tasty category – throughout the rest of the year and beyond.”

Weetos Orange Chocolatey Hoops is initially available at Asda from mid-February with an RSP of £2.99 (£2 promo).