Cereal brand Weetabix has refreshed the look for its Original and Flavour products, championing the locally grown British wheat used in the products and the community of farmers who are responsible for growing it.
With all of Weetabix’s wheat sourced from within 50 miles of the Weetabix Mills, the makeover shines a spotlight on farmers, allowing consumers to learn more about the people and stories behind their favourite cereal. It comes as a result of extensive testing and development, with the brand stating that it will change not only the way Weetabix looks on-shelf, but the way shoppers engage with the brand.
Supporting the update to the packaging is a new traceability website, which features an interactive map that will allow shoppers to explore the farms within the Weetabix Growers Group and learn more about the farmers and people working on them.
In a Weetabix first, this is supported at the point of sale with enhanced accessibility measures, with each new pack featuring a NaviLens code, produced in association with the Royal National Institute of Blind People (RNIB). When shopping, blind and partially sighted people will be able to access packs more easily in-store, as well as visit an accessible version of the traceability website.
Virginia Farbon, Brand Manager, Weetabix, said: “From our research, we knew that the new messaging and its execution and, especially, the interactivity of the traceability website would really resonate with customers, and the human element of showcasing our Growers’ Group provides consumers with an excellent insight into the provenance of our cereal.
“I’m incredibly pleased and proud of this new look and feel. It’s a fantastic opportunity to combine two of my passions – farming and food marketing – and an exciting time for us as a brand to really start talking about our impressive wheat sourcing credentials. We’ve made huge strides in terms of sustainability in the past year in general, and will be looking to continue this great progress, with more details in our 2023 Sustainability Report to be released in October.
“Minimising food mileage should be a sustainability goal for every food brand, but the way we do it here at Weetabix is unlike anywhere else – as soon as I learned about the 50-mile radius, I knew it deserved to be shouted about. We’d be nothing without the farmers who put the ‘Weet’ in Weetabix, and it is time for consumers to meet them (and their pets)!”
New look 48-pack Weetabix Original is rolling out in convenience stores now, with 24-pack Weetabix Original launching this month, and other Weetabix SKUs to launch by the end of the year.
