Strengthening key health credentials for breakfast
BREAKFAST cereal brand Weetabix has introduced a packaging refresh across its core range, spotlighting key nutritional benefits from the cereal.
Weetabix aims to address some key customer concerns around health through the new on-pack messages with a focus on the cereal’s high in vitamin D, fibre and iron credentials and match the demand for wellbeing within the breakfast category.
The updated packaging will prominently highlight the cereal’s key health benefits across Weetabix Original, Protein, Chocolate, Banana, Organic and Oatibix. The new pack design will be available across grocery retailers from March.
The new health-led callouts will feature across more than 677million packs of Weetabix, reaching millions of breakfast tables everyday. Weetabix reckons that by brining this key messaging to the forefront of packs, the brand will support families to make healthier choices throughout the year.
Furthermore, the renewed emphasis on vitamin D follows a growing concern around low levels across the UK, says Weetabix. According to the Government’s National Diet and Nutrition Survey, around one in five adults and one in four children are estimated to have insufficient levels of vitamin D in their diets.
Lorraine Rothwell, head of brand at Weetabix, said: “We know how important it is to start your day right, and our purpose is to ready the nation with nutritious goodness made the right way.
“That begins with making healthier choices at breakfast to boost energy as we come out of the winter months. Our new packaging makes it even easier for shoppers to identify the key benefits in their bowl of Weetabix and make informed decisions at a glance.
“We want to encourage families and individuals to consume a healthy, balanced diet with plenty of the essential nutrients required to support healthy bones, muscles and bolster immunity.”
