UK cereal brand Weetabix is rolling out a “high-protein” cereal product in its domestic market.
The company has launched Weetabix Protein Crunch, a cereal it said also “has all the goodness you’d expect of a Weetabix cereal; high in fibre, low in salt and fortified with iron and vitamin D, with an added crunchy texture”.
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A second line – Weetabix Protein Crunch Chocolate – is also being introduced.
The company said the launch was a response to growing demand for protein enriched foods. In a statement, Weetabix said: “With more of us looking to include protein in our morning meal, Weetabix Protein Crunch will give you the energy you need to take on the day.”
Weetabix officials were not available to respond to requests on the levels of nutrients in the cereals.
The products will be available in stores this month for a recommended price of GBP2.99 (US$4.57).
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