• Product: Weetabix Crispy Minis Caramelised Biscuit
• Supplier: Weetabix
• RRP: £3.49
• Available from: One Stop, Nisa, Booker, Spar, Unitas

Weetabix is adding a Caramelised Biscuit variety to its Weetabix Crispy Minis cereal range, available to independents from March.

The new non-HFSS launch comes as Weetabix Crispy Minis is the fastest-growing top 10 tasty cereal brand, while the caramelised biscuit flavour trend is growing in appeal.

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It will be available to independents via One Stop, Nisa, Booker, Spar and Unitas from March, following initial listings in Asda, Morrisons, Iceland and Ocado in February.

The supplier will support the launch with shopper activations, paid media and influencer campaigns between March and April.

Lorraine Rothwell, Weetabix head of brand, said: “With Minis already being a firm breakfast favourite, adding the popularity of caramelised biscuit into the mix is certain to drive further category growth through the taste and excitement it delivers, reaching new target audiences who value our ongoing commitment to quality and taste.”

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