Weetabix has launched a limited-edition variety of its Weetos cereal, Orange Chocolatey Hoops.

The new flavour is available in 420g packs across convenience and wholesale at an RRP of £3.29.

It is non-HFSS and is high in fibre. Weetos is currently the number two chocolate cereal within impulse according to Nielsen, currently valued at £1.1m in convenience.

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Alastair Porter, marketing controller at the Weetabix Food Company, said: “Choc orange flavours are everywhere you look except in tasty cereals, so we’re excited to be bringing this on-trend taste to the category. We’ve taste-tested Weetos Orange Chocolatey Hoops among our target audience, so they’re loved by kids and, since they’re HFSS-compliant, they’ll be approved by adults too!

“Weetos is one of the top 10 brands in the growing tasty category and we know it’s a brand that performs especially strongly in the impulse channel. With convenience stores increasingly becoming hubs for innovative, new products, we’re confident that Weetos Orange Chocolatey Hoops will stand-out on shelf and find its way into baskets across the country.”

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