Weetabix Melts Comes in Two Tasty Yet Satisfying Flavors
Michael Hemsworth — March 22, 2021 — Marketing
References: weetabix & talkingretail
The new Weetabix Melts cereal has been announced by the brand in the UK to satisfy demand for breakfast food varieties that are both flavorful and nutritious. The cereal comes in two flavor options including Milk and White Chocolate, which are both high in fiber, fortified with several vitamins and iron, and also low in salt. The product will be launched through a year-long advertising campaign that will include TV commercials, social media and influencer campaigns and more.
Head of Brand at the Weetabix Food Company Gareth Turner spoke on the new Weetabix Melts cereal saying, "Taste is without a doubt the number one driver of purchase within cereals. Weetabix Melts allow us to appeal to shoppers looking for a more indulgent option at breakfast or for a snack, with the added reassurance of health and quality that consumers know and expect from the Weetabix brand. As Melts are classified as non-HFSS, we intend to support the launch with a significant through-the-line campaign, driving footfall and bringing much wanted excitement to the cereal aisle. We’re sure that shoppers will love Weetabix Melts – in fact, it has been our best-ever performing product concept within consumer research panels. A significant eight out of 10 of those asked stated that they would definitely purchase, with taste and appeal scores higher than our competitors in the sector.”
Head of Brand at the Weetabix Food Company Gareth Turner spoke on the new Weetabix Melts cereal saying, "Taste is without a doubt the number one driver of purchase within cereals. Weetabix Melts allow us to appeal to shoppers looking for a more indulgent option at breakfast or for a snack, with the added reassurance of health and quality that consumers know and expect from the Weetabix brand. As Melts are classified as non-HFSS, we intend to support the launch with a significant through-the-line campaign, driving footfall and bringing much wanted excitement to the cereal aisle. We’re sure that shoppers will love Weetabix Melts – in fact, it has been our best-ever performing product concept within consumer research panels. A significant eight out of 10 of those asked stated that they would definitely purchase, with taste and appeal scores higher than our competitors in the sector.”
Trend Themes
1. Nutritious Convenience Foods - The demand for flavorful yet nutritious breakfast options presents an opportunity for the development of more convenient and healthy food products.
2. Indulgent Yet Healthful Offerings - There is a trend towards indulgent breakfast options that are fortified with vitamins and fiber, allowing for innovation in the development of more healthful yet satisfying food offerings.
3. Creative Cereal Flavors - An opportunity exists to incorporate unique and creative flavor combinations in the development of cereal products that offer a satisfying indulgence while also providing nutritional benefits.
Industry Implications
1. Cereal Industry - The cereal industry can capitalize on the demand for convenient and nutritious breakfast options by developing innovative products that balance flavor appeal with nutritional benefits.
2. Healthy Snack Industry - The development of indulgent yet healthful breakfast cereals opens up opportunities in the healthy snack industry for the creation of nutritious and flavorful snack options that appeal to consumers looking for satisfying treats.
3. Food Advertising Industry - The launch of Weetabix Melts and its advertising campaign presents an opportunity for the food advertising industry to create engaging and effective marketing campaigns for breakfast and snack products that balance indulgence with nutrition.
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