Weetabix adds Caramelised Biscuit to popular Crispy Minis range

Leading breakfast cereal brand Weetabix has announced the launch of Crispy Minis Caramelised Biscuit.

A delicious union between its leading bitesize cereal format and one of the most popular flavour trends in the market. Caramelised Biscuit will be available across grocery, convenience and discounters from February 2025.

As the fastest growing top 10 tasty cereal brand, Weetabix Crispy Minis continues to resonate with households across the UK for its unique appeal of both great taste and nutrition. Caramelised biscuit is one of the fastest growing flavour trends in the market, with 52 per cent annual growth of flavour and 71 per cent flavour appeal [Its-Bakery Flavours Report 2023;Humante 2023].

Weetabix said this it makes a perfect addition to the Minis range, meeting both consumer-favourite tastes as well as being HFSS compliant, for a fun yet healthy breakfast that can be enjoyed by families of all ages.

“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,” Lorraine Rothwell, Weetabix Head of Brand, said.

“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.”

The launch will be supported by the largest marketing investment, in the Crispy Minis brand, to date, including large scale shopper activations, paid media channels and influencer campaigns, which will take place between March and April of this year.

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 significant milestone success for the Crispy Minis brand, which celebrated its position as a £33 million brand per annum in September.