Weetabix has announced the launch of new Weetabix Chocolate Melts.
The soft centred crunchy bites will be available from late March in both Milk Chocolate and White Chocolate variants in cases of 6 x 360g packs (RSP £2.99).
The launch will be supported by a £2.5m investment over 12 months, including a new TV advert set to air in the summer, as well as social media and influencer campaigns. In-store and online shopper activity will also take place.
Melts have no red traffic lights and are classified as non-HFSS. They are also high in fibre, low in salt and fortified with vitamins and iron.
Gareth Turner, Head of Brand at Weetabix Food Company, said: “Melts allow 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.
“As Melts are classified as non-HFSS, we intend to support the launch with a significant through-the-line campaign, driving footfall and bringing much wanted excitement to the cereal aisle.”