Weetabix On The Go has launched a new limited-edition Caffé Latte variant that contains 37.5mg/100ml of caffeine and is available from this month in £1 price-marked packs.
The launch will be supported by digital, social media and shopper activity in the months ahead.
To bolster the roll-out further, Weetabix On The Go will continue its ‘Strikethrough’ programme in convenience and wholesale.
The programme aims to get retailers to restock the On The Go range and build distribution. A field support campaign offers a series of direct-to-store packages and wholesale vouchers, as well as providing instore advice to grow awareness of the various breakfast drink mission occasions.
Emma Varlow, General Manager at Weetabix On The Go said: “We’re confident that there is a huge opportunity in the months ahead for breakfast drinks, both at-home to suit our busy mornings or whilst on the move when things open-up again. Our new Caffé Latte flavour offers a convenient breakfast with an added boost of caffeine to help Brits start their morning off right.”