Weetabix is partnering with syrup maker Lyle’s Golden Syrup to launch a new cereal.

Available from 24 May with an RRP of £3.29 for a 24-biscuit pack, the cereal is non-HFSS.

Its launch comes as the ‘tasty cereal’ category has grown by 11% in the last two years, with taste the number-one purchase driver in cereal.

Additionally, Weetabix’s Chocolate and Banana varieties have seen double-digit growth in the last 12 months.

Gareth Turner, head of marketing at Weetabix, said: “Consumers are looking for products that hit the mark taste-wise, but also offer nutritional benefits. On top of this, brand partnerships are on the rise with shoppers seeking authentic flavours and new experiences.

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“So, it’s the perfect time to bring two huge British kitchen cupboard staples together to launch this new cereal, which offers a unique flavour combination, two exciting brands and a strong nutritional profile.

“Innovation is key to driving cereal sales and introducing people to the category. We expect that the combination of both iconic logos on pack will capture attention instore, whilst as a HFSS-compliant range, we’ll be able to support the launch as usual in the months ahead.”

Weetabix will support the launch with a £250,000 marketing campaign featuring in-store and online advertising as well as social media and influencer activity.

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