Weetabix is preparing to relaunch Weetabix Organic, as part of its campaign to encourage consumers to eat the cereal in different ways.
The relaunch is a key part of the cereal manufacturer’s push into healthier products.
Weetabix is understood to believe that the high-quality and taste of the organic biscuits mean the product will work well with its Weetabix Week campaign.
The campaign, which broke in late May, shows consumers eating the cereal with a range of toppings such as natural yoghurt and fruit.
An industry insider says the organic product is more expensive than the core range, but adds that it “does taste better” and is a “better quality product”.
She adds that Weetabix is planning a campaign to highlight these qualities and will target health-conscious consumers who are concerned about additives in food.
The support campaign is expected to be similar to Weetabix Week, which was created by WCRS. Weetabix Organic will be relaunched later this summer at the same time as the launch of Oatibix, its key 2006 product launch (MW May 25).
Oatibix will be aimed at health-conscious consumers looking for alternatives to traditional oat cereals and is also expected to be supported by a campaign to promote its healthy credentials
Weetabix is the UK’s best- selling cereal brand, but Kellogg’s brands dominate the rest of the market with a 40% value share.