Weetabix is targeting health-conscious consumers with a range of Immune Support breakfast drinks.
The trio of flavours – which comprises Choc’ Brownie, Berry Burst and Vanilla Maple – will roll into Asda in September, with further listings to follow in the autumn (rsp: £1.99/330ml).
The new drinks will form a sub-range of its existing line of ‘On The Go’ breakfast drinks, which initially launched in 2014.
They are HFSS-compliant, high in fibre, provide 19g protein per serve and are fortified with vitamins and minerals, including vitamin D.
As immunity was a “top and growing priority”, the launch would help introduce new shoppers to the functional drink category, said Weetabix.
The pandemic had fuelled “demand for food and drink that contribute to a healthy immune system”, said Weetabix On The Go general manager Emma Varlow.
She added: “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.”
The launch will be supported with a digital and social marketing campaign, podcast sponsorship and an influencer event, alongside shopper media in key retailers.