Impulse push for Weetabix

Cereal brand has more NPD in the pipeline

bowl of Weetabix
Weetabix is investing in NPD as field sales teams target the convenience channel.

RETAILERS can expect to see more NPD from Weetabix in the near future, as the cereal brand seeks to capitalise on demand for novelty in the morning.

Darryl Burgess, head of sales for Weetabix, said that as one in three cereal purchases are decided in store, “innovation is key to growth” within the cereal category.

“Following the successful launch of Weetabix Melts, we have more in the pipeline for 2022,” he said.

Part of Weetabix’s innovation pipeline would appear to be the promise of pack formats created with convenience in mind, as Burgess explained.

“We’re reviewing our pack sizes to ensure they are best-suited for convenience retailers.

“We know small cases are more productive and affordable for retailers so our foodservice team will be encouraging stores to stock these,” he said.

As well as the launch of new products and pack formats, Burgess suggested c-store retailers should expect to hear more from Weetabix in person as the brand follows up a staycation focused field sales campaign with more engagement with impulse retailers.

“In the year ahead we’re looking to further increase our distribution within the impulse channel.

“We’ll have further field sales activity bursts around key dates in 2022 to help retailers make the most of the category opportunity.

“The Weetabix Portfolio (including Original, flavours, Minis, Protein, Oatibix and Melts) is worth £181m and present in a third of all UK households,” he said.