Weetabix brand, Weetos, has leapt from the breakfast table into the online world with the launch of a new game on the popular Roblox platform.
Weetos World offers puzzles, creative challenges and interactive zones inside a virtual space where families can team up, unlock rewards and discover a new side to the breakfast cereal.
To support the launch, more than one million limited-edition Weetos packs are rolling out, featuring a fresh, eye-catching design and a QR code linking directly to a bespoke Weetos hub on the Fandom.com online community platform.
Alongside exclusive content, this gives shoppers the chance to win consoles, gaming bundles and other prizes in a series of weekly draws that concludes on 31 August.
Weetos World targets the more than 10 million Roblox users in the UK, the majority of whom are aged from nine to 12 years.
To ensure it resonates with its core audience, all of the characters, environments and challenges in the game were inspired by the drawings and ideas of the children and grandchildren of Weetos employees.
