Summer distribution aims to raise awareness of new product

Weetabix On The Go Kids has joined forces with Activate Camps, the leading provider of active childcare across the UK, to giveaway 5,000 cartons to children throughout the summer holidays.

The drinks will be distributed at 250 Activate Camps across the UK, alongside a £1 off coupon to use in grocery stores**.

Launched in April, Weetabix On The Go Kids is the new range from the UK’s leading breakfast drink provider, aimed at 5-10-year olds. Weetabix On the Go is a £19m brand and has a 75% share of the Breakfast Drinks category[1].

Beth Reeve, Brand Manager for Weetabix Drinks, said: “We’re really excited to partner with Activate Camps this summer and the sampling will help to raise awareness of our Kids range. The summer holidays can be a difficult time for parents and Activate Camps provide children with the opportunity to try exciting new activities, inspiring the next generation to stay fit and healthy. Getting kids to eat healthily during the holidays is also a priority for parents. The Weetabix On The Go Kids drinks provide the equivalent energy, fibre and protein of one Weetabix Original and milk, and have only green and amber on-pack traffic lights. They are great for breakfast or for snacking while on the move during holidays.

Tom Swainston, Head of Activate Day Camps, said: “We believe that all children should have the opportunity to develop through activities that engage both brain and body. Teaming up with Weetabix On The Go Kids is a perfect partnership this summer, introducing children to a nutritious snacking option that can be eaten on the go or after an active day out and about.”

Weetabix On The Go has recently introduced traffic lights on its bottles, with only green and amber traffic lights across its range, including the Kids drinks, which contain the same sugar content as a glass of semi-skimmed milk. The drinks are also a source of vitamin D, calcium, fibre and protein, as well as containing no artificial sweeteners, colours or flavour.

Weetabix On The Go Kids is available in multipacks in three delicious flavours; Strawberry, Banana and Chocolate (4 x 180ml) with an MRRSP of £3***.

* Images: Activate Camps attendees receiving their Weetabix On The Go Kids / Mex Everett, Activate Camps Coach gives out Weetabix On The Go Kids

** £1 off token valid of 4x multipack at participating grocery stores until 25 January 2019.

*** Pricing at sole discretion of the retailer.

About Weetabix Food Company

Weetabix Food Company makes Weetabix, the UK’s number one selling, most trusted and most recommended cereals. It is home to some of Britain’s most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready brek, Weetos and the popular Alpen bars.

The organisation is owned by Post Holdings Inc., a consumer packaged goods holding company. Weetabix Food Company has been proudly fuelling families around the world for the past 85 years with nutritious cereals and snacks produced in Burton Latimer, Corby and Ashton. The company which has its global headquarters in Northamptonshire, operates across North America, South Africa, Kenya, Germany and Spain and exports to more than 90 countries around the world.

About Activate Camps

Activate Camps operate over 250 course weeks across the UK, delivering multi activity camps, together with specific sports driven courses including the Andrew Flintoff Cricket Academy and Netball Fever.They provide a unique childcare service for parents, combining sport, activities, school study support, self-exploration and peer interaction. Part of the We Activate Group, Activate Camps are run by qualified instructors who have a wealth of experience in childcare and sports provision.

[1]Nielsen data to 2nd June 2018

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