Weetabix Melts has been awarded the title of Product of the Year 2022, within the cereal category. This prestigious award confirms the status of the soft-centred crunchy bites as a consumer favourite just one year after coming to market.
This indulgent yet nutritious cereal has built brand value of +£3.5m since launch, purchased by over 650k households and counting. Previous winners of Product of the Year have seen sales rise by as much as 135 per cent and with the tasty choice cereal category growing +11 per cent in the last two years, Weetabix Melts shows no sign of slowing down.
In line with the majority of the Weetabix Food Company portfolio, Weetabix Melts is HFSS-compliant, with no red traffic lights on front of pack.
A further £2m investment will support the brand over the next 12 months, including the return of the Weetabix Melts TV advert, as well as social media and influencer campaigns. In-store and online shopper activations will also ensure further awareness of the success at point of purchase.
“We know the cereal category thrives on innovation – pleasing both retailers and shoppers alike," said Head of Marketing, Gareth Turner. "Given its strong initial consumer testing results and subsequent repeat sales, we’re not surprised that Weetabix Melts has resonated with shoppers in the past 12 months, even in the competitive tasty cereal sector. Winning Product of the Year will certainly boost awareness of Weetabix Melts, in addition to our significant marketing investment.
RRP: 360g pack – £2.99 (available in 6 x 360g cases)
