Ready Brek is getting new packaging, after research revealed that consumers often misinterpret its on-pack description of 'hot oat cereal' as meaning 'processed'.

From next month, the box will include a message positioning the cereal as porridge oats. On-pack information explains that the product is porridge oats enriched with vitamins and minerals, which have been finely milled for a smoother texture to suit younger children's palates. The idea is to appeal more strongly to mums.

Research also identified a need to communicate the brand's slow release properties and the packs now include a 'steady release energy' flash.

Meanwhile, lifestyle photography replaces the traditional outline image of two children holding hands and the Weetabix wheat sheaf logo shows that the product is part of the Weetabix brand family.