Weetabix is hoping to grow the morning on the go market with its new breakfast drink.

Weetabix On The Go Breakfast Drink is available in 250ml single serve resealable bottles (rrp £1.39) that can be sold from the chiller or ambient shelf. The product comes in three flavours – chocolate, strawberry and vanilla.

The brand will be investing £5m in promoting the new range in a multi-media campaign.

Weetabix marketing manager Francesca Davies said the product is designed to offer convenience and nutrition for the one in five UK adults who skip breakfast as well as allow retailers to capitalise on the potential of the category.

“The breakfast on the move category is expected to grow more so over the next three years and we want Weetabix to be leading the charge. Our customers look to us as Britain’s ultimate breakfast expert and we have a responsibility to ensure that they get what they need, but get it in a way that’s suitable for today’s many different lifestyles.”