Weetabix On The Go, the number one breakfast drink in the UK is set to fuel thousands of festival goers this summer.

As an official partner of Live Nation, the world’s leading live entertainment company, Weetabix On The Go will be heading to three of this Summer’s biggest music festivals; V festival’s sites at Chelmsford and Staffordshire, and Reading festival. For the second year running, the brand will be giving away 200,000 samples to music lovers.

Weetabix will be promoting the activity in-store via bespoke festival POS. Customers will be entered into a prize draw to win VIP festival packages, including tickets and back stage passes.

As the market leader, Weetabix On The Go has sold over 10 million bottles in 2017 alone and 50 million since launch - a 75% increase year on year. Weetabix On The Go holds an 80% market share, according to the firm.

Gavin Loftus, Head of Brand at Weetabix Drinks SAID: “We are extremely excited to partner with Live Nation and bring Weetabix on the Go to thousands of people at the biggest and best events in the music calendar this Summer. We have developed Weetabix On The Go to suit increasingly busy lives and occasions where eating breakfast in the traditional way is not possible, and festivals are the perfect example of this occasion.”

“We know through our extensive research that huge numbers of young people regularly skip breakfast, making them one of our key demographics. By partnering with Live Nation at some of the Summer’s most iconic and popular events, we’re looking forward to getting a unique chance to interact with potential shoppers both within the festivals themselves, and in-stores through highly valuable giveaways that are sure to attract customers and drive sales even further.”