Weetabix On The Go, the UK’s No. 1 breakfast drink[[1] Nielsen, 2020 1], has announced the launch of a new immunity support range. Weetabix On The Go Plus Immune Support will initially hit ASDA shelves from September.

With immunity a top, and growing priority for food and drink shoppers[[2] Innova Market Insights, 2021 2], Weetabix’s latest breakfast drink innovation is high in fibre, high in protein (19g per bottle) and fortified with vitamins and minerals including Vitamin D.

Weetabix On The Go Plus Immune Support is available in three on-trend flavours; Chocolate Brownie, Berry Burst and Vanilla Maple.

The eye-catching bottle designs highlight the delicious flavours and the product’s HFSS-compliant nutritional credentials, along with Weetabix On The Go’s instantly recognisable logo. A £9.9million brand with an almost 60% share of the breakfast drinks sector[[3] Kantar, £RSV 52 weeks3], Weetabix is hoping to introduce new shoppers to the functional drink category with this launch.

Emma Varlow, General Manager at Weetabix On The Go, said: “The demand for food and drink that contribute to a healthy immune system has been on the rise, with the Coronavirus pandemic fuelling this trend. We know that 67% of shoppers globally are interested in products that support immune health[[4] Fmcg Gurus Top 10 Global Trends 20214] and as the breakfast drinks category leader, Weetabix On The Go has an important part to play in introducing immune-enhanced products to a wider audience.

“Our new Weetabix On The Go Plus Immune Support meets consumer needs by providing key health benefits, boosts energy and keeps you ‘on top’ during those busy mornings, all with the great taste you would expect from Weetabix!”

The launch will be supported with a digital and social marketing campaign, as well as podcast sponsorship and an influencer event, alongside shopper media in key retailers. Weetabix On The Go also resumed its sponsorship of ITV2’s evening schedules this summer, running until October.

Weetabix On The Go Plus Immune Support bottles (330ml) are 100% recyclable and come in a clear PET bottle made from 51% recycled plastic. They are available initially at Asda from September, with further listings to follow in the autumn – RSP £1.99.

*Vitamin D contributes to the normal function of the immune system as part of a healthy diet and lifestyle.

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