Weetabix has released a range of limited-edition boxes to mark the first of its cereals to contain wheat from the 2016 harvest.
Created to celebrate ‘the very best of British wheat farming’, the special-edition packs of the brand’s core ‘yellow box’ range contain wheat cereal sourced from within 50 miles of the brand’s Burton Latimer factory in Northamptonshire.
While not as prolific as 2015, early samples suggest 2016 will be a relatively solid year for wheat quality, with an estimated 14.8 million tonnes to be harvested, according to Weetabix. Earlier this year, the cereal brand reaffirmed its commitment to local sourcing and introduced improved traceability, meaning each shipment of the wheat it uses can now be traced to a particular farm.
“Our ultimate goal is to supply British consumers with the highest quality and most sustainable product that can be sourced in the UK,” said Hitesh Bhatia, strategic sourcing manager at Weetabix.
“Every single one of the 365 grains found in a Weetabix biscuit is packed with essential protein and wholegrain goodness. Not only that, it’s bound by the fantastic relationship we have with our wheat merchants and our local farmers, who we continue to work closely with to improve conditions within the wheat growing industry every year.”