Weetabix is set to relaunch its sister brand Oatibix this February with the new HFSS-compliant, Oatibix Flakes Nutty Crunch.
The 100% whole grain Nutty Crunch is set to roll out from the 28 February in grocery and convenience stores across the UK, retailing for £3.29.
The cereal will feature fresh packaging and a recipe formulation with no red traffic lights in its nutritional credentials.
“It’s going to be a big year for Oatibix. We’re hoping the activity will introduce our products to 600,000 new households this year, with ambitions to grow the brand by over 30% by 2023,” Weetabix’ head of marketing Gareth Turner said.
“Oats are a signpost for healthy eating, and this innovation offers great health nutritionals, as well as performing incredibly strongly in our taste tests.”
The news comes after the cereal company launched a £1.5 million campaign encouraging consumers to try out new ways of eating the cereal.
The campaign is set to run across TV, video on demand, online and social media platforms throughout January and February, supported by online and in-store shopper marketing.
Turner added: “As the whole Oatibix range is HFSS-compliant, we can put our full support behind the brand refresh, through online and in-store shopper marketing, the upcoming TV advert and on social media.
“Thanks to the recipe reformulation, the Original biscuits are now crispier and lighter, ensuring we enter 2022 with our best-ever tasting Oatibix.”