Weetabix has announced a partnership between its Ready Brek porridge brand and the works of author Roald Dahl which will see the launch of limited-edition packs.

Available now until March 2022 to convenience and wholesale, the new packs will feature on-pack illustrations from The BFG, Matilda, James and the Giant Peach, and The Witches alongside a new promotion.

The promotion has 7,500 prizes on offer, including box sets of books and crockery sets. There will also be a microsite hosting free Roald Dahl activities.

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Ready Brek is supporting the launch with a £100,000 investment in shopper activity, including point of sale and social media campaigns, which will climax on World Book Day on 3 March.

Alastair Porter, marketing controller at Weetabix, said: “A Roald Dahl books is sold every 2.6 seconds and these well-loved children’s characters are a brilliant match for your morning bowl of Ready Brek.

“Roald Dahl is immensely popular with families, with a 98% awareness rate. This partnership aims to ignite some love back into the brand and category, increasing our reach to families and introducing new consumers. As a result, we’re expecting a sales boost for Ready brek, adding incremental value to the rest of the category.”

The partnership will return in autumn 2022 ahead of the next porridge season with a new promotion.

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