Weetabix has updated its packaging across its Original and Flavoured product ranges, including Weetabix Banana, Weetabix Golden Syrup and Weetabix Chocolate.

The updated packaging highlights the locally grown British wheat used in the products and the farmers responsible for growing it.

Weetabix has also launched a new traceability website. The site features an interactive map allowing users to learn more about the farms within the Weetabix Growers Group and the farmers working on them.

The new pack features a NaviLens code, produced to help blind and partially sighted shoppers access packs more easily in-store, as well as helping them visit an accessible version of the traceability website.

Virginia Farbon, brand manager, Weetabix, said: “From our research, we knew that the new messaging and its execution and, especially, the interactivity of the traceability website would really resonate with customers,.

“The human element of showcasing our Growers’ Group provides consumers with an excellent insight into the provenance of our cereal.”

The refreshed 48 pack Weetabix Original can be found in convenience stores now, with 24 pack Weetabix Original launching in October, and other Weetabix SKUs to launch by the end of the Year.