Weetabix has unveiled its latest product innovation aimed at active consumers looking to increase their protein consumption.
Made with wheat protein, New Weetabix Protein is being marketed as a delicious and nutritious breakfast that helps keep the family going all morning.
As the most trusted macronutrient (Canadean, 2015), protein has become a mainstream health trend. With 49% of the UK population (MMR, June 15) now ‘very aware’ of the benefits of protein.
The new product - targeted at consumers with a healthy and active lifestyle - is high in protein and fibre, low in sugar, salt and fat and fortified with Iron and vitamins.
A serving of Weetabix Protein with milk (40g portion with 135ml semi-skimmed milk) contains 12g of protein, compared to 6g from a large egg.
Brand manager Caroline La Niece said: “The cereal category is ready for a big shift in health perceptions, driven by a big trend from a big brand. We have developed Weetabix Protein to make it simpler for consumers to get a high protein tasty, nutritious breakfast that helps keep them powered throughout the morning.”
Available in Waitrose from January, the other major multiples from February, and wholesale and convenience from March, Weetabix Protein 24s will be priced at an MRRSP £2.99 with launch promotions to drive trial and awareness.
The launch of Weetabix Protein will be supported by £1.3m ATL in April, reaching 70% of the population plus shopper media to disrupt shopper’s instore.