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Weetabix on The Go breakfast drinks target shoppers in a hurry
Weetabix On The Go Breakfast Drink will be available in three flavours – Chocolate, Strawberry and Vanilla – in a 250ml single serve resealable bottle. It will be stocked by all major supermarkets and will be available in chillers in c-stores and forecourts.
With one in five adults skipping breakfast either often or occasionally the launch was designed to offer a new option to shoppers not satisfied by current on-the-go products.
Weetabix is investing £5m in an advertising push for its new drinks, adding that it would continue to significantly invest in the core weetabix cereal brand, which has fallen 1.7% in value in the past year to £143m.
Demand for on-the-go breakfast has fuelled rapid growth in the breakfast biscuits market in recent years, with sales up 78.9% to £76m year-on-year following an 88% increase in sales the year before.
