Weetabix is giving Ready Brek its first adult makeover in a bid to tap into a more grown-up market.
Ready Brek Seriously Oaty has a thicker texture and a greater taste of oats than the original Ready Brek to appeal to adult palates. The brand extension will come in three flavours packaged in single-serve sachets at an rsp of £1.59. The range comprises Original (10x40g sachets), Golden Honey (8x30g sachets) and Apple & Raspberry (8x30g). All are microwaveable in 90 seconds.
Rolling out now, Weetabix is supporting the launch with national TV advertising, which kicks off on October 18 and will run through to November.
Weetabix’s sales director, Trevor Hart, said he was confident that the newcomer would bring new consumers into the hot oats sector.
“Seriously Oaty responds to the consumer need for convenience, taste, texture and variety in a hot oat cereal.
“The fact that it’s from Ready Brek with its heritage of providing a warm and filling breakfast will that ensure Seriously Oaty is as relevant for adults as Ready Brek is for children.”