Weetabix Additions has launched a new Red Berries variant to its award-winning range of cereals. Red Berries, the most popular flavour with consumers, will join Coconut & Raisin and Apple & Raisin in the grocery multiples from January.

Since its introduction to market, Weetabix Additions has accrued a significant £4.5 million in value sales. As part of a three-year plan to support the launch of Weetabix Additions, the brand will receive continued heavyweight marketing spend and return to TV screens from March.

Charlotte Hunt, Senior Brand Manager for Weetabix, comments: “Weetabix Additions has been the most successful launch in the cereal category since 2012. We are excited about the opportunity that Red Berries will bring and look forward to maintaining the sales momentum throughout 2018. With taste the most important driver for consumers and with the popularity of the flavour, we anticipate Red Berries will be the biggest Additions launch yet.

“Whilst flavour is important, we know that consumers are increasingly making healthier choices at breakfast. Weetabix Additions taps into this trend, offering a nutritious start to the day, without compromising on taste – and we are excited about its future.”

This latest NPD for the Weetabix Food Company comes as the number one cereal brand announces it is increasing its TV spend across its portfolio in 2018 by a third. A line up of innovation is also scheduled for the first couple of months of the year.

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