One of the UK's most traditional brands is going upmarket with the arrival of a premium version of Weetabix called Gold.

The breakfast table stalwart is also planning to cut a greater swathe in the oats sector with a new ready-to-eat Oatibix range, as well as overhauling packaging design and formats across its cereals portfolio with a total 2006 advertising spend of £16.2m.

Ken Wood, CEO, said that the move towards premium was one of the grocery market's strongest trends. "So Weetabix Gold represents a great opportunity for the brand," he added.

Rolling out now, the newcomer, which is made from selected white wheat with no fortification and promises a lighter, more delicate taste than the original product, has an rsp of £2.19.

Its premium status is flagged up via a gold script-style logo and a printed inner sleeve.

Oatibix, made from wholegrain oats, is also hitting shelves now. It comes in a standard biscuit format, similar to its Weetabix stablemate, which is aimed primarily at adult c0nsumers, while two Bitesize lines in original and sultana & apple flavour target a wider, family age group.

TV support for both launches breaks at the end of next month, with Gold getting a £1m helping and Oatibix £2m. Meanwhile, a £5.5m Weetabix Week campaign is running until November to encourage consumers to try the familiar cereal in new ways with fruit, yoghurt or honey.

Oats' new status as a slow-releasing energy superfood has meant increased public interest and prompted the company to revamp its hot oat cereal Seriously Oaty.

It is putting it into smaller packs featuring a new oat-themed logo, with five sachets instead of eight at the more competitive price point of 99p.

Ready Brek also gets an updated pack design.

Meanwhile Weetos Honey is replaced by a Multigrain Stars variant containing chocolate-flavoured wholegrain hoops and prebiotic stars that comes in purple and yellow packaging.