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Weetabix launches golden syrup

23 January 2012

A new variety of Weetabix Golden Syrup lands on supermarket shelves on 30 January. The new flavour sees each Weetabix biscuit baked with Golden Syrup and contains the nutritional benefits of the original Weetabix variety.

Weetabix Golden Syrup is packed with 100% wholegrain and is high in fibre, low in salt and fortified with Niacin, Thiamin (B1), Riboflavin (B2), Folic Acid and Iron – perfect to fuel consumers’ big days.

Thanks to its sweeter taste, the new product brings added convenience to consumers but still adheres to the core values and the health credentials of the umbrella brand. With 14.5g of sugar per 100g, Weetabix Golden Syrup contains nearly half the sugar of the average cereals in the Sweetened category*.

Weetabix senior brand manager Hannah Blackburn said, “We know that consumers eat their Weetabix in so many different ways. But the research told us that lots of consumers are looking for a healthy breakfast to set them up for the day ahead that is not only substantial but also delivers a sweeter taste.

“We knew we needed to innovate and when we looked at our options, baking Golden Syrup into the biscuits was the best way to get to a sweeter tasting biscuit, using the least amount of added sugar, without compromising our ‘Fuel For Big Days’ proposition, or the health promise of the Weetabix brand. In a way, it's all about showing people that Weetabix isn't what you think it is, it's still essential fuel for your day, but now you can choose Weetabix Golden Syrup for a healthy, tasty and convenient breakfast.”

The Weetabix Golden Syrup launch will be supported by national TV advertising, in-store launch activation, PR and digital activity.

A delicious new muesli product from Alpen will also be hitting the cereal aisle on the 30th of January. New Alpen Apricot, Almond and Hazelnut Muesli has been designed to appeal to both loyal Alpen consumers, and also aims to attract new cereal buyers. The product contains real apricot fruit pieces, slices of almond and hazelnuts, among crisp wheat flakes, rolled oats and sultanas.

Blackburn commented, “We wanted a new muesli product that brings something different to the category with exciting textures and flavours. Data has shown that apricot-flavoured food occasions have grown by a massive 10 per cent over the past three years** and when we tested the new flavour combination with consumers, scores went through the roof, we knew we had a winner on our hands. Hopefully, we'll see those great results reflected in the supermarkets.”

Finally, two new flavours of Weetabix Crispy Minis will also be available from 30th of January - Weetabix Crispy Minis Caramel & Nut, and Weetabix Crispy Minis Strawberry. The two new flavours will add more choice to the existing Minis range - Chocolate Chip and Fruit & Nut. Crispy and crammed full of flavour and Weetabix fuel, Weetabix Crispy Minis are made to fit perfectly onto the spoon, are high in fibre, made from 100% wholegrain, low in salt and are fortified with Niacin, Thiamin (B1), Riboflavin (B2), Folic Acid and Iron.


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