Next March sees Weetabix launching Weetabix Protein to appeal to consumers looking to “increase protein intake”

Weetabix has announced a new product innovation aimed at active consumers looking to increase their protein consumption. Made with wheat protein, Weetabix Protein is a intended to be a “delicious and nutritious breakfast that helps keep the family going all morning”.

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 semi-skimmed milk) claims to deliver 12g of protein compared to 6g from a large egg.

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 above-the-line in April, reaching 70% of the population; plus shopper media to “disrupt shoppers” instore.

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