The number one breakfast drink in the UK, Weetabix On The Go, is adding a new chocolate flavour to its Protein range to bolster its presence in the on-the-go breakfast market. Available from 20th March, the new chocolate drink will join the brand’s Strawberry & Raspberry and Vanilla variants.
To coincide with the launch of the new flavour, Weetabix On The Go has also introduced new packaging to its Protein range of drinks to improve stand-out on shelf and give greater distinction between the regular range of Weetabix drinks. The Chocolate Protein launch and pack refresh will be supported on TV throughout April as part of this year’s £7m TV and sampling spend.
With 44% of British consumers actively trying to incorporate more protein into their diet, protein cereals is already the fastest growing segment in the total cereals market, worth £13.1m (+7.3% YoY). Protein drinks make up a quarter of the breakfast drinks category with Weetabix On The Go the clear market leader with a 76% share in the breakfast drinks sector, driving category growth, up +70% year on year.
Zoe Brimfield Brand Manager, Weetabix On The Go, comments: “Our Protein On The Go range makes protein more accessible to the masses at breakfast time and since launching, it has been flying off the shelves. We have sold 40 million bottles to date and business is doubling each year. Enhancing the range by introducing chocolate, the best-selling flavour in the breakfast drinks category, will only help drive sales further.
“Increasing shelf space is now being allocated to nutritious drinks rather than sugar laden soft drinks and with breakfast habits evolving to suit an on-the-go lifestyle, retailers are wanting to tap into this opportunity. There are 3.5bn occasions annually where people are either skipping breakfast or eating it out of home, so On The Go is a massive opportunity and we are excited about the future”, concludes Brimfield.
WEETABIX ON THE GO