Weetabix, the UK’s favourite breakfast cereal[1], is launching Crispy Minis Caramelised Biscuit. A delicious union between its leading bitesize cereal format and one of the most popular flavour trends in the market. Caramelised Biscuit will be available across grocery, convenience and discounters from February 2025.
As the fastest growing top 10 tasty cereal brand[2], Weetabix Crispy Minis continues to resonate with households across the UK for its unique appeal of both great taste and nutrition. Caramelised biscuit is one of the fastest growing flavour trends in the market, with +52% annual growth of flavour[3] and 71% flavour appeal[4]. Therefore it makes a perfect addition to the Minis range, meeting both consumer-favourite tastes as well as being HFSS compliant, for a fun yet healthy breakfast that can be enjoyed by families of all ages.
The launch will be supported by the largest marketing investment, in the Crispy Minis brand, to date, including large scale shopper activations, paid media channels and influencer campaigns, which will take place between March and April of this year.
Lorraine Rothwell, Weetabix head of brand, said: “We are delighted to reveal that Caramelised Biscuit has joined the Crispy Minis family as our latest range innovation.
“With Minis already being a firm breakfast favourite, adding the popularity of caramelised biscuit into the mix is certain to drive further category growth through the taste and excitement it delivers, reaching new target audiences who value our ongoing commitment to quality and taste.
“Both delicious and HFSS compliant, it’s perfect for those who like the sweet taste of caramel without compromising on nutrition – making it an ideal cereal choice for families across the country.”
Caramelised Biscuit is the third permanent flavour within the Crispy Minis product range, which includes Fruit & Nut and Chocolate Chip. The launch follows a recent significant milestone success for the Crispy Minis brand, which celebrated its position as a £33million brand per annum in September.
