Weetabix joins forces with Kara to launch breakfast muffin range

Post Holdings-owned Weetabix has partnered with Kara, the foodservice arm of the Finsbury Food Group, to bring a new range of breakfast muffins to the foodservice sector.

Available as of this month in the UK, two variants of the Weetabix-branded muffins are being released: apricot and oat, and apple and raisin.

While the majority of breakfast consumption still takes place at home, Weetabix research suggests that a quarter of consumers eat breakfast on the move. Kara and Weetabix said they have launched the new muffins “to give operators an on-the-go, quick and nutritious breakfast offer for their customers”.

Jane Olney, commercial director for foodservice at Kara, said: “It was great to partner with Weetabix to bring this muffin to the market. Consumers are increasingly eating out of home at breakfast so it’s important that breakfast choices are healthy and help keep them full until lunch time.

“Not only have we kept the saturated fat and salt to a minimum, we’ve also packed the product full of fruit and high levels of fibre to ensure multiple nutritional benefits from each muffin.”

Two variants are being released in the UK: apricot and oat, and apple and raisin.

Weetabix marketing director Francesca Davies added: “Breakfast is a dynamic occasion for consumers and businesses and while the majority of people still eat breakfast at home, we understand that lives are getting busier. Being able to grab a convenient, nutritious and tasty breakfast has never been more important.

“We are excited about the possibilities that a muffin from Weetabix will bring for consumers looking to pick up a breakfast on the move and for retailers looking to delight their shoppers with something new and relevant.”

The muffins come wrapped in a Weetabix-branded tulip case and will be exclusively available through Kara.

Weetabix Food Company – owner of brands such as Alpen and Ready Brek as well as the flagship range of Weetabix wheat biscuits – was acquired by US firm Post Holdings in 2017 for $1.8 billion.