Weetabix, the UK’s number one bestselling cereal[1] is teaming up with another iconic brand, Lyle’s Golden Syrup, to launch a new, HFSS-compliant cereal.  

Available from 24th May, the delicious partnership between two of Britain’s best-loved products aims to tap into the ongoing demand for tasty, yet nutritious cereals.

The ‘tasty cereal’ category has grown by 11% in the last two years[2], with taste now the number one purchase driver. Weetabix’s existing ‘Flavours’ range (Chocolate and Banana) have benefitted from the consumer desire for taste, seeing double digit growth in the last 12 months[3].

Weetabix baked with Lyle’s Golden Syrup is high in fibre, low in fat and salt, and uses 100% British wholegrain wheat, ensuring it is HFSS-compliant. This scrumptious pairing blends the distinctive sweetly-caramelised flavour of Lyle’s Golden Syrup with Weetabix’s classic biscuit.

The launch will be supported with instore and online shopper activity, digital video adverts and via social media and influencer amplification, as part of a quarter of a million-pound marketing investment.

Gareth Turner, Head of Marketing at Weetabix, said: “Consumers are looking for products that hit the mark taste-wise, but also offer nutritional benefits. On top of this, brand partnerships are on the rise with shoppers seeking authentic flavours and new experiences.

“So, it’s the perfect time to bring two huge British kitchen cupboard staples together to launch this new cereal, which offers a unique flavour combination, two exciting brands and a strong nutritional profile.

“Innovation is key to driving cereal sales and introducing people to the category. We expect that the combination of both iconic logos on pack will capture attention instore, whilst as a HFSS-compliant range, we’ll be able to support the launch as usual in the months ahead.”

Weetabix baked with Lyle’s Golden Syrup is available across grocery, convenience and wholesale with an RRP of £3.29 (24 biscuit pack).

[1] Nielsen 52 we 11.09.21

[2] Nielsen data to 1st January 2022

[3] Nielsen 52w/e 26th Feb’22

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