Weetabix Melts, the tasty innovation from the UK’s number one breakfast cereal[1], has been awarded the coveted title of Product of the Year 2022, within the cereal category. This prestigious award confirms the status of the soft-centred crunchy bites as a consumer favourite just one year after coming to market.

This indulgent yet nutritious[2] cereal has built brand value of +£3.5m since launch[3], purchased by over 650k households[4] and counting. Previous winners of Product of the Year have seen sales rise by as much as 135%[5] and with the tasty choice cereal category growing +11% in the last two years[6], Weetabix Melts shows no sign of slowing down.

In line with the majority of the Weetabix Food Company portfolio, Weetabix Melts is future-proofed by being HFSS-compliant and sporting no red traffic lights on the front of the pack.

A further £2 million investment will support the brand over the next 12 months, including the return of the Weetabix Melts TV advert, as well as social media and influencer campaigns. In-store and online shopper activations will also ensure further awareness of the success at point of purchase.

Gareth Turner, Head of Marketing, at Weetabix Food Company, said: “We know the cereal category thrives on innovation – pleasing both retailers and shoppers alike. Given its strong initial consumer testing results[7] and subsequent repeat sales, we’re not surprised that Weetabix Melts has resonated with shoppers in the past 12 months, even in the competitive tasty cereal sector. Winning Product of the Year will certainly boost awareness of Weetabix Melts, in addition to our significant marketing investment.

“Taste is the number one driver of purchase within the cereals category, but with 68%[8] of consumers also looking for healthier alternatives?, the HFSS-compliant Weetabix Melts deliver on both. It has allowed us to appeal to shoppers looking for a more indulgent option at breakfast or for a snack, with the added reassurance of health and quality that consumers know and expect from the Weetabix brand.”

[1] Kantar, 52 we 31.10.21

[2] Folic Acid contributes to a reduction in tiredness and fatigue as part of a healthy diet and lifestyle

[3] Kantar data to 28th November’21

[4] Kantar data to 28th November’21?

[5] Product of The Year, 2022  

[6] Nielsen data to 1st January 2022

[7] MMR Home Usage Test, August 2020

[8] Kantar Breakfast Opportunity Mapping 2019

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