Weetabix debuts duo of Weetabix Chocolate Melts

Weetabix has announced the launch of Weetabix Chocolate Melts, a new line of cereal featuring “soft centred crunchy bites”.

Weetabix Melts come in both milk and white chocolate varieties and will be available in wholesale and grocery stores across the UK from late March.

Featuring a wholegrain shell with a chocolate-filled centre, the company’s latest product aims to meet the growing demand for indulgent yet nutritious cereals.

According to Weetabix, Melts are high in fibre, low in salt and fortified with vitamins and iron.

Gareth Turner, head of brand at Weetabix Food Company, said: “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.

“We’re sure that shoppers will love Weetabix Melts – in fact it’s been our best-ever performing product concept within consumer research panels. A significant eight out of ten of those asked stated that they would definitely purchase, with taste and appeal scores higher than our competitors in the sector.”

Weetabix melts are available to buy for an RRP of £2.99 per 360g pack.

Most recently, the company added a limited-edition Caffé Latte flavour to its Weetabix On The Go range.