Weetabix has extended its On The Go range with a new Caffé Latte variety, available from wholesale now and in supermarkets from July.

The Caffé Latte breakfast drink contains 37.5mg/100ml of caffeine, and is the brand’s first coffee variety.

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It also highlights on pack that it contains the same amount of sugar as a glass of milk, hoping to attract incremental sales and introduce new shoppers to the coffee-based drinks.

Weetabix On The Go is currently the leading brand in the breakfast drinks category with a 60% share. The supplier said it is confident that there is a huge opportunity in the months ahead for breakfast drinks, both at-home and on the go.

Emma Varlow, general manager for Weetabix On The Go, said: “Coffee is now the second most popular flavour of flavoured milk and has a value of £34.5m with growth of 18.1% in the past year .

“We want to offer shoppers a product that delivers on taste and meets the demand of the growing sector, which is why we’ll continue to invest in digital media and shopper activity in the months ahead to amplify this launch. Last year we also redesigned our bottles so the bottle, cap and sleeve can now all be recycled together.”

To support the launch of Caffé Latte, Weetabix On The Go will continue its ‘Strikethrough’ programme in convenience and wholesale, and launch with a limited-edition £1 price-marked pack.

The programme aims to get retailers to restock the On The Go range and build distribution. The field support campaign offers a direct-to-store packages and wholesale vouchers, as well as providing in-store advice to grow awareness of the various breakfast drink mission occasions.

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A social media influencer campaign will also be rolled out later in the summer to support the launch.

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