Weetabix Lyle's Golden Syrup

Source: Weetabix

The NPD will roll into retailers on 24 May (£3.29/24 biscuits)

Weetabix has teamed up with Lyle’s Golden Syrup to launch a sweetened – but non-HFSS – version of its core breakfast biscuits.

The NPD is billed as blending the “distinctive sweetly caramelised flavour of Lyle’s Golden Syrup with Weetabix’s classic biscuit”.

It was also high in fibre, low in fat and salt, and 100% British wholegrain wheat, ensuring it was HFSS-compliant, Weetabix added. They will roll into the mults and convenience retailers from 24 May (rsp: £3.29/24 biscuits).

Weetabix head of marketing Gareth Turner said shoppers were “looking for products that hit the mark taste-wise, but also offer nutritional benefits”.

Innovation was “key to driving cereal sales and introducing people to the category”, he added.

“We expect that the combination of both iconic logos on pack will capture attention in-store, whilst as an HFSS-compliant range, we’ll be able to support the launch as usual in the months ahead”, he added.

It is the latest launch in a flurry of HFSS-compliant NPD from the cereal giant.

It relaunched its sister brand Oatibix in February with a new non-HFSS Nutty Crunch cereal to challenge Kellogg’s Crunchy Nut.

It debuted a limited-edition HFSS-compliant chocolate orange flavour for Weetos in the same month.

Prior to that, in March last year, it launched Weetabix Melts, a non-HFSS soft-centred crunchy bite cereal aimed at ‘indulgent yet nutritious’ breakfast occasions.