Weetabix has updated its product packaging to better showcase the brand’s sustainable and environmental credentials.
The new packs will highlight the fact that the cereal giant sources its home-grown wheat within 50 miles of its Burton Latimer mills.
This comes alongside the launch of a traceability website featuring an interactive map where shoppers can find out more about Weetabix Growers Group farms.
This will also include information on the firm’s regenerative agriculture and renewable energy initiatives, as well as how it’s looking to reduce greenhouse gases.
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In association with the Royal National Insititute of Blind People, blind and partially sighted shoppers can also access the website through an on-pack NaviLens code.
The updates, which have currently rolled out to 24 and 48-packs of Weetabix Original, hope to make shoppers more engaged with the brand.
Weetabix brand manager, Virginia Farbon, 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.
“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.”
In March, the Weetabix Food Company achieved a new sustainable milestone after revealing that 100% of the packaging used across its entire product portfolio is now designed to be fully recyclable.
