New flavour becomes a permanent addition to Crispy Minis
BREAKFAST cereal brand Weetabix has unveiled its latest variant in its Crispy Minis range with a new Caramelised Biscuit flavour.
Aiming to drive up sales through the popular on-trend flavour, the new Caramelised Biscuit Crispy Minis will be available from February 2025 in Asda, Morrisons and Iceland stores, before a wider rollout, which kicks off in March.
Each box contains 12 servings with an MRSP of £3.49 and marks the third permanent flavour in the Crispy Minis product range and will join the Fruit & Nut and Chocolate Chip variants on shelf from next month.
The launch will be supported by what Weetabix has called the largest marketing investment in the Crispy Minis brand to date, including large scale shopper activations, paid media channels and influencer campaigns, all of which will take place between March and April this year.
Weetabix reckons the new variant will resonate strongly with customers as Humante research has found a 71% flavour appeal for Caramelised Biscuit with consumers. Along with this, the variant is also fully compliant with HFSS regulations in England, making it a more permissible breakfast treat for shoppers.
Lorraine Rothwell, head of brand at Weetabix, said: “We are delighted to reveal that Caramelised Biscuit has joined the Crispy Minis family as our latest range innovation.
“With Minis already being a firm breakfast favourite, adding the popularity of caramelised biscuit into the mix is certain to drive further category growth through the taste and excitement it delivers, reaching new target audiences who value our ongoing commitment to quality and taste.
“Both delicious and HFSS compliant, it’s perfect for those who like the sweet taste of caramel without compromising on nutrition – making it an ideal cereal choice for families across the country.”
