Weetabix has extended its range with the addition of new Weetabix Protein Crunch.

The range is available in two flavours, original and chocolate, and has been developed to appeal to healthy, active consumers looking to increase their protein take. It is available to retailers now and priced at an rrp of £2.99 with launch promotions to drive trial and awareness.

The launch is also supported by a £10m ‘Weetabix. Incredible Inside’ ATL campaign, highlighting how Weetabix nutrition supports the feats our bodies perform every day.

Caroline La Niece, Weetabix brand manager, said: “We know protein is fast becoming a mainstream trend in the UK, with consumers actively seeking to increase protein in their diet. Weetabix Protein Crunch was developed to make it simpler for consumers to get a tasty, nutritious breakfast that helps keep families going throughout the morning.”