Weetos Orange Chocolatey Hoops

Source: Weetabix

Orange Chocolatey Hoops will roll into Asda stores from mid-February (rsp: £2.99/420g)

Weetos is jumping on the chocolate orange bandwagon with a new, limited-edition flavour.

Orange Chocolatey Hoops will roll into Asda stores from mid-February (rsp: £2.99/420g).

The high-fibre cereal is HFSS compliant with no red traffic lights under the government’s nutritional labelling scheme.

It was “set to tantalise tastebuds and tempt new shoppers to the category”, said the brand.

“Choc orange flavours are everywhere you look except in tasty cereals, so we’re excited to be bringing this on-trend taste to the category”, said marketing controller Alastair Porter.

“We’ve taste-tested Weetos Orange Chocolatey Hoops among our target audience, so they’re loved by kids and, since they’re HFSS-compliant, they’ll be approved by adults too!”

Last month, Weetos owner Weetabix unveiled plans to plough £2m into marketing in 2022, in the hope of introducing its products to 600,000 new households this year.

However, it comes after the brand struggled to hold on to the gains it made amid increased at-home breakfast occasions during lockdown.

Value sales of Weetos fell 0.8% to £13.2m in the 52 weeks to 11 September 2021 as government restrictions eased and shoppers returned to work [NielsenIQ].

The NPD joins a raft of chocolate orange-flavoured products to launch over recent months.

Last summer, for instance, Mars unveiled Maltesers Orange Buttons and KP Snacks launched its “indulgent” Butterkist Crunchy Chocolate Orange Flavour Toffee popcorn.