Weetabix unveils high-in-protein breakfast cereal

Cereal brand Weetabix has unveiled its latest product innovation, aimed at “healthy and active consumers” who are looking to increase their protein consumption.

Made with wheat protein, New Weetabix Protein is a delicious and nutritious breakfast that will help consumers to keep going all morning, the brand said.

As the most trusted macronutrient, protein has become a mainstream health trend. With 49% of the UK population becoming increasingly aware of the benefits of protein, there is a huge opportunity for a mainstream brand such as Weetabix to launch a high protein breakfast cereal that the whole family can enjoy, it continued.

High in protein and with the nutrition you’d expect from a Weetabix cereal – high in fibre, low in sugar, salt and fat and fortified with iron and vitamins – a serving of Weetabix Protein with milk delivers 12g of protein – twice the amount as a large egg.

Weetabix brand manager Caroline La Niece said: “The cereal category is ready for a big shift in health perceptions, driven by a big trend from a big brand.  We have developed Weetabix Protein to make it simpler for consumers to get a high protein tasty, nutritious breakfast that helps keep them powered throughout the morning.”

Available in Waitrose from January, with other major multiples being added from February as well as wholesale and convenience partners from March, Weetabix Protein will be available in packs of 24 with a recommended retail price of £2.99.

It will be accompanied by launch promotions to drive trial and awareness, and its introduction will be supported by a £1.3m above-the-line campaign.