Weetabix is adding a caramelised biscuit flavour to its Crispy Minis range. It will be available across grocery, convenience and discounters from February (MRSP £3.49).
The breakfast cereal brand noted that caramelised biscuit is one of the fastest growing flavour trends in the market, with 52% annual growth of flavour and 71% flavour appeal.
The launch will be supported by the largest marketing investment in the Crispy Minis brand to date, including shopper activations, paid media channels and influencer campaigns, which will take place between March and April this year.
Lorraine Rothwell, Weetabix Head of Brand, said: “We are delighted to reveal that Caramelised Biscuit has joined the Crispy Minis family as our latest range innovation.
“With Minis already being a firm breakfast favourite, adding the popularity of caramelised biscuit into the mix is certain to drive further category growth through the taste and excitement it delivers, reaching new target audiences who value our ongoing commitment to quality and taste.
“Both delicious and HFSS compliant, it’s perfect for those who like the sweet taste of caramel without compromising on nutrition – making it an ideal cereal choice for families across the country.”
Caramelised Biscuit is the third permanent flavour within the Crispy Minis product range, which includes Fruit & Nut and Chocolate Chip. The launch follows a recent milestone for the Crispy Minis brand, which celebrated its position as a £33m brand per annum in September.
