Shoppers across the globe are coating Weetabix in chocolate and dunking them in glasses of milk in response to a viral TikTok trend.
The craze is thought to have been started by US-based teacher and TikTok creator Courtney Cook (courtneylcook), who posted a video of herself eating two chocolate-coated Weetabix dipped in milk in early January as a recommended “teacher breakfast”.
Shoppers could melt “whatever chocolate” they could find, but they should coat the sides of their bix, too, to stop them from disintegrating when dunked in milk, said Cook.
By the time of writing, Cook’s video had racked up 9.5 million views.
Since it was posted, shoppers have taken to TikTok in their droves to post their own attempts at making “Weetabix Dunkables”, and searches for “chocolate Weetabix” have amassed over 29.3 million views.
@courtneylcook This just solved problems it didn’t cause #teacherbreakfast#weetabix#teachersoftiktok#foodtok#chocolatedippedweetabix♬ original sound - Courtney Cook
Weetabix’s UK social media team was quick to respond to the trend, posting a video of themselves coating their bix in melted chocolate before dunking it in milk to TikTok.
“When Courtney Cook talks, we listen… This trend has taken over our feeds, so we had to try it for ourselves,” it posted, adding: “Can confirm it’s a winner.”
@weetabix_uk When @Courtney Cook talks, we listen… This trend has taken over our feeds, so we had to try it for ourselves. Can confirm it’s a winner 😏 #WeetabixDunkables#DebateTheBix#HaveYouHadYours#FoodTok♬ Does it Really Matter? - Boyan
Over recent days, Iceland, Morrisons and Cadbury have all posted their own attempts at making Weetabix Dunkables to TikTok.
As a result, “Weetabix-related content” has had 43 million views and 2.4 million engagements across social media platforms in the past two weeks alone, according to the brand.
“Weetabix has always sparked debate around how best to have yours, and Dunkables has given that energy a new outlet,” said Sarah Alexander, Weetabix senior brand manager. The Dunkables craze would “undoubtedly bring more people to the brand”.
Weetabix was in conversations with retail partners about how best to support the online trend on shelves, Alexander added.
This isn’t the first time Weetabix has gone viral. In May, singer-songwriter Raye posting a video of herself eating bix out of her Spotify award.
@raye my first billion 😀🥹🥹 #escapism ♬ escapism slowed - Dezalyr
Weetabix’s social media team responded by sending Raye a bejewelled gift box, which it posted a video of to TikTok. According to Alexander, the activity reached 28 million viewers.
In 2021, sales of Weetabix surged after the brand’s social media team tweeted a photograph of its bix slathered in baked beans. The tweet racked up over one billion views, becoming the number one trending topic on Twitter, and sparking headlines in national newspapers.
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