The UK’s biggest cereal brand*, Weetabix, has unveiled its latest exciting product innovation aimed at active consumers looking to increase their protein consumption. Made with wheat protein, New Weetabix Protein is a delicious and nutritious breakfast that helps keep the family going all morning.
As the most trusted macronutrient**, protein has become a mainstream health trend.With 49% of the UK population*** now ‘very aware’ of the benefits of protein and only 5% rejecters of protein foods****, there is a huge opportunity for a mainstream brand such as Weetabix, to launch a high protein breakfast cereal, the whole family can enjoy.

High in protein and with the nutrition you’d expect from a Weetabix cereal; high in fibre, low in sugar, salt and fat and fortified with Iron and vitamins, a serving of Weetabix Protein with milk (40g portion with 135ml semiskimmed milk) contains 12g of protein compared to 6g from a large egg.

NEW Weetabix Protein is targeted at consumers with a healthy and active lifestyle, who understand the importance of starting their day with a balanced breakfast, to provide them with the energy required for busy mornings.

Commenting on the launch, Weetabix Brand Manager Caroline La Niece said: “The cereal category is ready for a big shift in health perceptions, driven by a big trend from a big brand. We have developed Weetabix Protein to make it simpler for consumers to get a high protein tasty, nutritious breakfast that helps keep them powered throughout the morning.”

Available in wholesale from March, Weetabix Protein 24s will be priced at an MRRSP £2.99 with launch promotions to drive trial and awareness. The product will also be available in 12’s, which will be on a promoted trial price for 8 weeks at £1 from launch and then MRRSP will be £1.79 PMP.

\ The launch of Weetabix Protein will be supported by £1.3m ATL in April, reaching 70% of the population plus shopper media to disrupt shopper’s instore.

* Nieslen, value & volume share, data to 7th Nov 2015) ** (Canadean, 2015) **** Mintel 2015 *** (MMR, June 15)


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