Weetabix, the UK’s favourite breakfast cerea, has unveiled updated packaging across its core range. Spotlighting key nutrients that power everyday wellbeing in vitamin D, fibre and iron, Weetabix is addressing key consumer concerns around nutritional deficiency.
The new health-led callouts will feature across more than 677 million Weetabix packs, reaching millions of breakfast tables every day. By bringing this to the forefront on-pack, Weetabix is helping families stay informed and make healthier choices throughout the year.
The renewed emphasis on vitamin D follows a growing concern around low levels across the UK. Around one in five adults and one in four children in the UK are estimated to have insufficient vitamin D. Including half of the recommended daily intake provided in just two biscuits, Weetabix offers an easy way to help support muscle and bone health when sunlight is in short supply.
The updated packaging will prominently highlight key health benefits across Weetabix Original, Protein, Chocolate, Banana, Organic and Oatibix. The Weetabix range provides an easy, everyday way to support overall wellbeing as the days begin to get a little longer. From being packed with fibre to help support a happy gut, being a source of iron for brain function and energy and fortified with vitamins that help keep muscles and bones healthy.
Shoppers today value simple, healthy choices and look for trusted brands that support immune health and overall wellbeing for the whole family. Seeing growth in both value and volume (+1%), Weetabix continues to lead as the number one brand in the cereal category[5]. By clearly highlighting a range of health benefits on-pack, Weetabix is helping consumers find a breakfast that supports their everyday health goals and makes it easier for shoppers to choose a balanced, nutritious start to the day.
The new pack designs will be available across grocery retailers from March.
Lorraine Rothwell, Head of Brand at Weetabix, comments: “We know how important it is to start your day right, and our purpose is to ready the nation with nutritious goodness made the right way. That begins with making healthier choices at breakfast to boost energy as we come out of the winter months. Our new packaging makes it even easier for shoppers to identify the key benefits in their bowl of Weetabix and make informed decisions at a glance.
“We want to encourage families and individuals to consume a healthy, balanced diet with plenty of the essential nutrients required to support healthy bones, muscles and bolster immunity. “
