The UK’s number one breakfast cereal, Weetabix[1], has again become a social media sensation this week with the latest food trend – Overnight Weetabix.

The #OvernightWeetabix hashtag has already amassed 20 million views on TikTok and shows users creating part-breakfast, part-dessert creations with the iconic breakfast cereal. The variations have ranged from Tiramisu, cookies & cream cheesecake, to banoffee and apple pie.

Gareth Turner, Head of Brand at Weetabix Food Company, said: “Here at Weetabix we are always encouraging people to eat their Weetabix in different ways, so we’ve been thrilled to see TikTok users creating such delicious and innovative recipes. With many getting involved, we’d encourage retailers to ensure they are well stocked with Weetabix.”

[1] Kantar, 52 we 31.10.21

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