UK: Weetabix taps into breakfast drink market

Weetabix Food Co is rolling out a new breakfast drink to target busy consumers, Just Drinks reports.

Weetabix On The Go will come in Vanilla, Strawberry and Chocolate flavours and will be available in the chilled section of supermarkets, convenience stores and service stations. The resealable 250ml bottles will go on sale at a recommended price of £1.39.

“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”, commented Francessa Davies, Weetabix marketing manager. “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”. According to forecasts from the company, the breakfast drinks category could be worth up to £300m ($491.6m) by 2015.

This is not the first time that Weetabix has looked to counter declines in sales of its core cereal products by expanding into new breakfast categories. In January 2013 it launched Weetabix Breakfast Biscuits in an attempt to respond to  increased demand for on-the-go breakfast products.

Source: The Grocer / Just Drinks