The UK’s No. 1 breakfast drink[1], Weetabix On The Go, is bringing back its £1 PMP offer by popular demand across its 250ml core range.

Designed to further drive impulse purchases and bring incremental shoppers into the category, the limited-edition £1 PMP bottles will be available in wholesale and convenience from 28 March.

Weetabix’s field sales teams will hit the road to coincide with the launch, visiting over 1,000 convenience stores across the UK with the aim of increasing distribution of the On The Go range.

The first of several Weetabix field sales campaigns this year, retailers will be provided with POS materials and merchandising support for their drinks’ chillers.

With HFSS legislations on the horizon, Weetabix On The Go remains ahead of the game in terms of sugar content and nutritionals. The entire Weetabix On The Go range is HFSS-compliant, with each bottle containing no more sugar than a glass of milk [2].

Christian Sarginson, Marketing Manager, Weetabix On The Go, said: “Weetabix On The Go is the UK’s number one breakfast drink and is a £9.9million brand with an almost 54% share of the breakfast drinks sector[3]. We’re always looking at ways to offer a convenient breakfast for those hectic mornings. The relaunch of the PMP comes at the ideal time for convenience retailers, with more people looking for breakfast and snacking options on the move.

“We know that once trialled, we generate strong repeat sales with shoppers loving the great taste and smoothness of the drink. After we first launched the £1 PMP offer on a Limited-Edition basis back in December 2020, we saw phenomenal demand from both retailers and consumers, bringing newcomers to the category. We’re pleased we can continue to offer great value to customers in this channel with the PMP, which is an easy breakfast option at an affordable price.”

Weetabix On The Go recently redesigned its bottles to ensure that the bottle, cap and sleeve are 100% kerbside recyclable, whilst they are also made from 51% rPET packaging.

The price-marked packs will be available across 250ml Strawberry, Chocolate, Vanilla, Banana and Caffé Latte flavours (RRP: £1).

[1] (12week) as of end Dec21, Nielsen

[2] Average milk contains 4.7-5g of sugar per 100ml (semi/skimmed/whole) – McCance & Widdowson’s

[3] (12week) as of end Dec21, Nielsen

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