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The UK’s favourite breakfast cereal, Weetabix[1], is adding a new variant into its popular Melts portfolio: welcome, Chocolatey Hazelnut! Chocolate hazelnut is an on-trend flavour with broad appeal – the global hazelnut market is projected to register a CAGR of 10% over the next five years[2], such is the popularity of the flavour among consumers. Not only do Melts taste great, but these soft-centred crunchy hazelnut bites are HFSS-compliant, making them a healthier choice for consumers. Recent breakfast behaviour polls have shown that consumption ‘as a treat’ is one of shoppers’ primary motivators for choice at breakfast time[3]. Those factors combine to make this the perfect moment to bring Chocolatey Hazelnut Melts to market.

Among UK consumers, chocolate hazelnut has also been shown to evoke a sense of nostalgia aligned to after-school snacking on chocolate hazelnut spreads.  Chocolatey Hazelnut Melts give shoppers the chance to indulge in one of their favourite flavours from childhood in a healthy cereal form that will broaden appeal within the sector by offering a tasty and exciting new product that is ideal for the breakfast occasion.

Available in store for just £2.00 per pack (an introductory price for Asda, valid for a limited time only. Thereafter, the MRSP will be £3), ASDA will be the first retailer to stock Chocolatey Hazelnut Melts in early May, with other retailers to follow suit in the summer months. This new product will entice new consumers to the category, with existing variant Weetabix Chocolate Melts outperforming the chocolate pillow leader in taste tests and consumer appeal[4].

Contrasting hard and soft textures is an effective growth driver in many categories, and one that has already proven successful in cereal. Who could resist a chocolatey, hazelnut-filled bowl of goodness to start their day?

Ginni Farbon, Weetabix Brand Manager, said: “The launch of this new flavour into our popular Melts range is set to be a hit with consumers as tasty cereal is the largest segment of the breakfast cereal category, with demand growing YOY over the last three years. With over half of consumers looking to reduce their sugar intake in their diets[5], Melts will hit this sweet spot for them without compromising on taste.”

[1] Nielsen Value Sales data – 25th March 2023

[2] Hazelnut Market Size and Share Analysis – Growth Trends and Forecasts (2023-2028), Mordor Intelligence

[3] ‘Top 3 needs at breakfast time’ % change Q3 to Q4 2022, Dipsticks Breakfast Tracker, Nat Rep Sample

[4] MCG Gurus; **Home Usage Tests June 2020 / Central Location Test October 2022

[5] DRG Dipsticks Nov22

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