Weetabix is joining forces with Kara, the foodservice division at the Finsbury Food Group, to create a new breakfast muffin offering.
The Weetabix-branded muffins come in two flavours: apricot & oat and apple & raisin, and are sold in cases of four or six. A blueberry variant is also available as an individually wrapped option.
Each of the new muffins are low in saturated fat and a source of fibre, designed to give consumers more options in the on-the-go breakfast category. The products are available to c-stores and indepenents now, exclusively through Kara Foodservice.
Francesca Davies, marketing director for Weetabix, said: “Breakfast is a dynamic occasion for consumers and businesses and while the majority of people still eat breakfast at home, we understand that lives are getting busier. Being able to grab a convenient, nutritious and tasty breakfast has never been more important. We are excited about the possibilities that a muffin from Weetabix will bring for consumers looking to pick up a breakfast on the move and for retailers looking to delight their shoppers with something new and relevant.”
Jane Olney, commercial director for foodservice at Kara, added: “It was great to partner with Weetabix to bring this muffin to the market. Consumers are increasingly eating out of home at breakfast so it’s important that breakfast choices are healthy and help keep them full until lunch time. Not only have we kept the saturated fat and salt to a minimum, we’ve also packed the product full of fruit and high levels of fibre to ensure multiple nutritional benefits from each muffin.”