Weetabix is entering the organic food sector with the launch of a new range called Nature’s Own.
Two products, Wheat Biscuits and Malted Wheat Squares, will initially be available when the range launches in September.
Packaging for Nature’s Own, which is made from organically-grown Canadian white winter wheat, will display the Weetabix logo.
Weetabix is hoping to capitalise on the growing organic market and the increased space set aside for organic products on supermarket shelves.
A spokeswoman for Weetabix says: “Although the organic breakfast cereal sector is relatively small at present, Weetabix recognises the importance of this developing market, which is becoming more mainstream.
“By creating the brand name Nature’s Own, the credentials of the products are clearly illustrated and differentiate them from other, non-organic cereals.
“We believe the launch of Nature’s Own adds credibility to the sector.”
The Nature’s Own range has been certified by the Organic Food Federation and Quality Assurance International.
Weetabix recently launched a £3.5m campaign through Lowe Lintas, aimed at reinvigorating the brand. The TV ads focus on the advantages of eating the cereal and feature the strapline “Withabix” and “Withoutabix”.