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Product Launch - UK: Weetabix's On the Go Breakfast Drink

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Weetabix's On the Go Breakfast Drink

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Category - Soft drinks, breakfast drink

Available - From this month 

Location - All “major” UK supermarkets; metropolitan and corner stores, plus petrol station forecourts

Price - RRP of GBP1.39 (US$2.27) per 25cl bottle 

Weetabix is extending its On The Go range with the launch of a new multi-flavour breakfast drink in the UK. 

The company, which is majority-owned by China's Bright Food, is releasing the milkshake drink this month in three flavours, chocolate, strawberry and vanilla. The range has "all the energy, fibre and protein of a Weetabix cereal in milk", according to the group.

The range will be available at all “major” UK supermarkets, as well as metropolitan and corner stores, plus petrol station forecourts. 

The drink was developed after Weetabix research concluded that one in five UK adults skips breakfast either “often” or “occasionally” and said they were unable to get one ‘on the go’. The company launched On The Go breakfast biscuits a year ago.

Francesca Davies, Weetabix's marketing manager said:  “The 'breakfast on the move' category is expected to grow more over the next three years and we want Weetabix to be leading the charge.” 


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