Weetabix gives cereal a golden syrup touch

The Weetabix line-up is being expanded with a golden syrup variant.

Brand owner The Weetabix Food Company said the new version - launching into Tesco at the end of this month, before a wider roll-out in March - had the wholegrain content of its standard Weetabix, but half the usual sugar content of a sweetened cereal.

The company is also expanding its Crispy Minis sub-brand by adding strawberry and caramel & nut variants to the range (rsp: £2.19/500g). Sales of Minis have grown 13% year-on-year [Nielsen 52 w/e 1 October 2011].

Weetabix is also rolling out an apricot, almond and hazelnut Alpen muesli (rsp: £2.79/560g).