Weetabix-owned protein drinks brand Ufit has expanded into breakfast cereals.
The range, which offers 15g protein per serving, includes Chocolate Flavour Cereal 400g and two 375g granolas: Toasted Oats & Honey and Toasted Oats & Chocolate (all rsp: £3.99).
A duo of porridge pots (each rsp: £1.50) – Chocolate 72g and Caramelised Biscuit 70g – complete the lineup.
They are already in Morrisons, with a wider rollout across grocery and convenience channels planned for the coming months.
Ufit said it was “perfectly placed” to meet consumers’ growing appetite for protein in breakfast cereals, as it already held a 30% share of the ready-to-drink protein category, according to Kantar data [52 w/e 17 May 2025].
“Our consumers trust us for taste and protein delivery, and our high brand loyalty shows how much they value what we offer,” said Ufit head of marketing Angie Turner.
“Launching into cereals was the next natural step – giving everyone an easy, tasty way to enjoy more protein at breakfast.”
It comes after Weetabix added Loaded protein bars for Ufit in January. Available in Caramelised Biscuit and White Chocolate Cookie, the 47g low-sugar bars provide 15g protein and have an rsp of £1.29 each.
Weetabix then unveiled new-look packs for Ufit’s protein shake range in May, to play up its “premium taste credentials”. The revamp was supported by a £150k investment, including in-store marketing activity.
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