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Weetabix is launching Crispy Minis Caramelised Biscuit, a union between its leading bitesize cereal format and one of the most popular flavour trends in the market and will be available across grocery, convenience and discounters from February.

Caramelised biscuit makes a perfect addition to the Minis range, meeting both consumer-favourite tastes as well as being HFSS compliant, for a fun yet healthy breakfast that can be enjoyed by families of all ages.

The launch will be supported by the largest marketing investment in the Crispy Minis brand to date, including large scale shopper activations, paid media channels and influencer campaigns between March and April this year.

Lorraine Rothwell, head of brand, said: “With Minis already being a firm breakfast favourite, adding the popularity of caramelised biscuit into the mix is certain to drive further category growth through the taste and excitement it delivers, reaching new target audiences who value our ongoing commitment to quality and taste.”

Caramelised Biscuit is the third permanent flavour within the Crispy Minis product range, which includes Fruit & Nut and Chocolate Chip.