Weetabix On The Go Caffe Latte Breakfast Drink

Winner: Weetabix On The Go Caffe Latte Breakfast Drink

Weetabix has built further on its already highly successful ‘on the go’ range (with 60% share of the breakfast drinks category) with this latest addition. Providing breakfast and coffee in one, the Caffe Latte drink contains 37.5mg / 100ml of caffeine, as well as being a source of both fibre and protein, and responds to the consumer trend for coffee as a flavour of milk. It proved a hit from the start too. Launching first in wholesale and convenience in March 2021 the NPD instantly delivered a +78% uplift vs other Weetabix on the Go promotions.

In terms of innovation, judges thought this product was a clear winner. It served a purpose as a convenient on-the-go breakfast option with the added bonus of combining it with the flavour and caffeine hit of coffee. The nutritional benefits were clearly labelled on pack and judges thought it was great value for money.


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All the winners of The Grocer’s New Product Awards 2021