Weetabix has made another move to target interest in protein in the UK with the launch of a version of its flagship product that is enriched with the ingredient.
The company is rolling out Weetabix Protein into stores from next month. A serving of the cereal with milk – which Weetabix classifies as a 40g portion with 135ml of semi-skimmed milk – contains 12g of protein.
“The cereal category is ready for a big shift in health perceptions, driven by a big trend from a big brand,” Weetabix brand manager Caroline La Niece said. “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.”
Weetabix Protein is not the group’s first cereal to receive a protein boost. In June, it launched Weetabix Protein Crunch and added a protein-enriched line to its On The Go drinks range.
The new cereal will be available at Waitrose from next month and “the other major multiples” from February, the company, majority-owned by China’s Bright Food, said.
A box of 24 have a recommended price of GBP2.99. In April, Weetabix will launch an advertising campaign to market the new product.
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