Weetabix tapping UK protein demand with new version of breakfast cereal

By Vince Bamford

- Last updated on GMT

Weetabix Protein contains 19 g of protein per 100 g versus 12 g in standard Weetabix
Weetabix Protein contains 19 g of protein per 100 g versus 12 g in standard Weetabix

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Weetabix is launching a higher-protein version of the UK’s best-selling breakfast cereal.

Rolling out from next month, Weetabix Protein contains 19 g of protein per 100 g compared with 12 g in standard Weetabix sold in the UK. They will carry a recommended retail price of £2.99 ($4.49) for a pack of 24 cereal biscuits.

Competition around protein-enhanced products has been hotting up in the UK cereal aisle this year, with rival supplier Fuel10K rolling out Weetabix-style Protibrick in January. Weetabix launched a Protein Crunch cereal in Asda this summer, at the same time that Fuel10K launched a Protiflakes cereal.

UK consumers aware of protein benefits

Weetabix said Mintel research has shown 49% of UK consumers are now ‘very aware’ of the benefits of protein, and only 5% reject protein foods. Citing Canadean, the supplier added that protein is the most ‘most trusted macronutrient’.

There is a huge opportunity for a mainstream brand to launch a high-protein breakfast cereal, added Weetabix brand manager Caroline La Niece.

The cereal category is ready for a big shift in health perceptions, driven by a big trend from a big brand​,” she said. “We have developed Weetabix Protein to make it simpler for consumers to get a high-protein, nutritious breakfast​.”

Backed by $2m marketing push

Targeting the launch at consumers with a healthy and active lifestyle, Weetabix is supporting it with a $2m (£1.3m) advertising campaign from next April. The cereal makes its debut in the Waitrose supermarket chain in January, ahead of launching in the other major supermarkets from February, and wholesale and convenience retailers from March.

Weetabix has also targeted the protein trend in the UK with Weetabix On The Go Protein breakfast drinks. Launched this summer in Vanilla, Strawberry & Raspberry and Blueberry & Blackberry flavours the drinks contain milk, fruit, protein and soluble wheat fiber and contain 20 g of protein per serving.

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