UK breakfast drink Weetabix On The Go has announced the launch of a new immunity support range. Weetabix On The Go Plus Immune Support will initially hit ASDA shelves from September.
Weetabix’s latest breakfast drink innovation is high in fibre, high in protein (19g per bottle) and fortified with vitamins and minerals including Vitamin D.
Weetabix On The Go Plus Immune Support is available in three flavours; Chocolate Brownie, Berry Burst and Vanilla Maple.
The bottle designs highlight the product’s HFSS-compliant nutritional credentials.
A £9.9million brand with an almost 60% share of the breakfast drinks sector, Weetabix is hoping to introduce new shoppers to the functional drink category with this launch.
Emma Varlow, General Manager at Weetabix On The Go, said: “The demand for food and drink that contribute to a healthy immune system has been on the rise, with the Coronavirus pandemic fuelling this trend. We know that 67% of shoppers globally are interested in products that support immune health and as the breakfast drinks category leader, Weetabix On The Go has an important part to play in introducing immune-enhanced products to a wider audience.
“Our new Weetabix On The Go Plus Immune Support meets consumer needs by providing key health benefits, boosts energy and keeps you ‘on top’ during those busy mornings, all with the great taste you would expect from Weetabix.”
Weetabix On The Go Plus Immune Support bottles (330ml) are 100% recyclable and come in a clear PET bottle made from 51% recycled plastic. They are available initially at Asda from September, with further listings to follow in the autumn – RSP £1.99.