Weetabix is adding a new nutty variant to its Oatibix range: Oatibix Flakes Nutty Crunch.
An HFSS-compliant addition to the range, 100% wholegrain Nutty Crunch contains honeycomb pieces, honey-coated corn flakes and caramelised nuts. It is naturally low in salt and high in fibre.
Coinciding with the roll-out of the new flavour, Oatibix is relaunching this February with fresh packaging and a recipe reformulation for the Original biscuits. The packs will now come in a striking and category-unique green, whilst continuing to highlight the brand’s trusted nutritional credentials and no red traffic lights on the front of the pack.
A new TV advert will air later in the year, as part of a wider £2m marketing investment.
Gareth Turner, Head of Marketing at Weetabix, said: “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.
“Oats are a signpost for healthy eating, and this innovation offers great health nutritionals, as well as performing incredibly strongly in our taste tests. 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.
“The new packaging allows the range to stand-out on fixture, whilst ensuring it remains recognisable to our base of loyal consumers. Thanks to the recipe reformulation, the Original biscuits are now crispier and lighter, ensuring we enter 2022 with our best-ever tasting Oatibix. If that wasn’t enough, we have the introduction of Oatibix Flakes Nutty Crunch. This innovation will be a fantastic way to introduce new shoppers to our modernised and bolder look.”
Rolling out from 28 February, Oatibix Flakes Nutty Crunch will be available in 450g packs, RSP £3.29.
