Weetabix, the UK’s favourite breakfast cereal, is bringing more to breakfast with the launch of a new 850g pack of its best-selling Crispy Minis Chocolate Chip, now available in stores nationwide.The new 850g pack offers a larger format option for shoppers, with 21 servings per pack, making it ideal for households looking for a pack that goes further across the week.
Launching with its number one Chocolate Chip variant, the new format gives retailers a popular SKU with strong shopper appeal. Made with 100% wholegrain wheat and real chocolate chips, the spoon-sized biscuits are high in fibre, low in salt and, like all Crispy Minis variants, are non-HFSS.
The move builds on strong brand momentum. The Crispy Minis range has delivered +13% year-on-year growth in both volume and value, reaching a six-year high in household penetration at 9.6%. This performance is underpinned by the scale of its leading SKU, with Crispy Minis Chocolate Chip 500g currently the biggest selling chocolate SKU in the cereal category.
Lorraine Rothwell, head of brand marketing at Weetabix Food Company, said: “Crispy Minis continues to perform strongly, and expanding our pack size offering is a natural next step in unlocking further growth.
“This launch creates even more opportunities for our customers, offering a tasty breakfast option in a format that works harder for family households, while helping retailers to grow the category.”
The launch will be supported by a dedicated multi-channel campaign for Crispy Minis, targeting families at key consumption moments across video on demand, YouTube, and social platforms including Meta and TikTok to drive awareness. This will be further amplified by the £10 million annual investment behind the Weetabix Masterbrand, ensuring Crispy Minis benefits from sustained, large-scale brand support.
With a trusted recipe and a format designed for modern family life, the new 850g pack is set to bring added convenience to busy households, servicing the nation’s needs at breakfast time.
