Packshot-v3Weetabix, Britain’s favourite breakfast cereal, is launching Chocolate Weetabix, a tasty new chocolate version with all the wholegrain goodness of Weetabix and containing just half the sugar of the average chocolate flavoured breakfast cereal.

Chocolate Weetabix launched on 12 July and will be supported by a £3m national TV advertising campaign from September once it has been rolled out across all major retailers

New Chocolate Weetabix has been developed to meet a gap in the market for a great tasting, healthier chocolate cereal that appeals to mums and children.

Research, commissioned by Weetabix, showed that parents found that encouraging their child to eat something healthy was the most demanding feature of breakfast time, with the majority of stress relating to sugar. 14% of parents said their kids overloading on high-sugar content cereals was a key worry and 12% said piling on extra sugar was a major stress factor.

In addition, the survey found that children are four times more likely to prefer chocolate cereal than their parents are for them to eat it, so it’s understandable how breakfast time has become a battleground for stressed parents.

Sally Abbott, Marketing Director for the Weetabix Food Company, said: “Huge interest and strong sales are expected. A healthier cereal that meets the requirements of mums and children is the holy grail of breakfast time.

“Keeping the whole family happy while also offering healthier choices is no easy feat and the introduction of Chocolate Weetabix is the answer many stressed mums have been searching for years to find.”

Chocolate Weetabix is high in fibre and low in salt, fortified with vitamins and iron and free from artificial colours.


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