Weetaflakes is joining a growing number of cereal brands to increase their health credentials with the addition of prebiotics and a new fruit variant.
The Weetabix Food Company said the move was in response to research showing healthier cereals are driving category growth, as well as growing awareness of the role prebiotics can play in helping digestion.
Prebiotics are being added to the Weetaflakes wholegrain wheat and rice cereal. A raisin, cranberry & apple variety is also being introduced.
Chief executive Ken Wood said: “As the breakfast cereal market becomes more focused on inner health and wellbeing it’s our goal to ensure we’re moving the breakfast category forward in step with the demands of consumers.”
Weetaflakes prebiotic has an rsp of £2.08, 1p lower than the standard price, and the new fruit variety sells for £2.88.