Weetabix PMPs in chiller_milk drinks

Breakfast drink Weetabix On The Go is available in 1,172 new distribution points following a push from its field sales team.

The team sold 1,618 cases over the course of one week, triple the usual rate. The campaign saw an average of 11.5 store calls per day, with over 700 pieces of POS and drinks chiller merchandising assets provided to retailers.

This activity aims to help retailers offer the right options to shoppers, across drinks and snack bars, with on the move breakfast product sales currently in healthy growth and set to continue further in the summer months with more people out and about.

Another burst of field sales activity will take place in July, focused around Weetabix’s football on-pack partnership to coincide with the UEFA Women’s Euro 2022, in addition to showcasing Weetabix On The Go’s Caffé Latte edition. This will be further supported by a consumer sampling campaign touring cities nationwide, with sampling staff distributing chilled product from a bright yellow milk van.

Christian Sarginson, marketing manager, said: “Weetabix On The Go is the leading brand in the breakfast drink sector, accounting for 83% of all sales in the impulse channel [Nielsen]. Convenience stores are therefore vital for this popular grab-and-go product, and we want to support independent retailers however we can. The aim of this field sales burst is to increase distribution and educate retailers on how to capitalise on the growing breakfast on the go trend, with the right products in the right place for their store.”

Weetabix On The Go remains ahead of the game in terms of sugar content and nutritionals. The entire Weetabix On The Go range is HFSS-compliant, with each bottle containing no more sugar than a glass of milkA [McCance & Widdowson’s].