Weetabix minis unveil new packaging design and sugar reduction

18 January 2019

Weetabix, the nation’s favourite cereal brand, has announced its Weetabix Crispy Minis range has undertaken a packaging redesign. 

Enjoyment is a key sales driver in the breakfast category, influencing 78% of in-home consumption choices. The Weetabix Crispy Minis pack has been revamped in order to reflect this, with the engaging new design highlighting the delicious taste on-pack.

The packaging redesign coincides with a sugar reduction, the three flavours now contain up to 4 grams less sugar as part of Weetabix’s sugar reduction strategy. The new recipe also adds Vitamin D2 to promote the absorption of calcium, meaning the Weetabix brand will continue to lead the way on best in class nutrition in the cereal category.

The Weetabix Minis range has shown good market performance in recent weeks, with sales value up 12% and sales volume increasing by 10% - the new pack design and reformulation aims to increase the brands sales in 2019, while also contributing to the category as a whole.

The Crispy Minis brand will enjoy strong media investment benefitting from the brand’s £10m media investment in 2019, as part of the ‘Have You Had Your Weetabix?’ campaign, with New Crispy Minis Choc Chip tags featuring at the end of the award-winning ‘Jack and the Beanstalk’ TV advert.

Zoe Brimfield, senior brand manager, Weetabix says: “Whilst Weetabix and Weetabix Minis will continue to lead the way on best in class nutrition in the cereal category, taste remains paramount to us. It’s an important attribute driving sustainable value sales in the category and our refreshed pack reflects this. We’re confident Minis will continue to be a firm favourite for families and go down a treat at the breakfast table”.

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