Packing nutritional punch: Weetabix calls out low salt, fat and sugar front-of-pack

By Anna Bonar contact

- Last updated on GMT

Health is one of the biggest purchase motivators in the cereal category, said Claire Canty, Weetabix senior brand manager
Health is one of the biggest purchase motivators in the cereal category, said Claire Canty, Weetabix senior brand manager

Related tags: Nutrition

Weetabix has redesigned its pack to draw attention to the cereal's nutritional value in a crowded marketplace, its senior brand manager says. 

The redesign features a green flash front-of-pack showcasing Weetabix’s health credentials - claiming 'low' in salt, fat and sugar. The new design has been rolled out across all packs this month in the UK and Ireland.

Claire Canty, Weetabix senior brand manager, said the company wanted the new pack to remind consumers of the "nutritional strength"​ of the brand.

"We know the cereal aisle is a crowded place and we wanted to help Weetabix stand out on shelf which we feel that the green nutrition flash has achieved,” ​Canty told BakeryandSnacks.com 

Low salt, low sugar, low fat 

“…We know that health is one of the biggest motivating factors in their [consumers] decision making process,” ​she said. 

Calling out the nutritional values front-of-pack, therefore, made it easy for consumers to identify Weetabix as a healthy option, she added.

Per serving of Weetabix (two biscuits) contained 0.8 grams of fat and 1.7 grams of sugar.

Canty said these nutritional values, together with Weetabix being high in fiber and protein, were known to consumers even before the new packaging was introduced. 

“But, we just wanted to bring these messages to the forefront given the increasing awareness and knowledge of consumers around nutrition, and in particular salt and sugars,”Canty added.

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