Drinkable cereal Wale Up! launches in the UK

A new cereal that can be drunk on the go, called Wake Up!, is being launched in the UK by Dutch manufacturer Honig.

The product, made from a blend of barley, rice and wheat with added vitamins and iron, comes in packs of five sachets. Stirred with milk, the product is then drinkable.

The launch is being supported by a 2m advertising campaign for the first year, including two 20-second TV ads which will run for eight weeks from April 27. This will be followed by four weeks of national radio advertising.

The campaign has been created by Mustoe Merriman Herring Levy with media buying through Motive.

Wake Up! will be up against Kellogg’s Nutri-Grain, Rice Krispies Squares and Pop Tarts to secure a share of the 1bn UK ready-to-eat cereal market.

“It’s designed to bridge the gap between a conventional cereal breakfast and skipping breakfast altogether,” says Susan Taylor, marketing development manager at Retail Brands, which is responsible for sales and marketing of the product in the UK.

Wake Up! will be distributed through Waitrose, Sainsbury’s and Tesco. Honig also produces one of the leading brands of cereal in the Dutch market, called Brinta.

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