Weetabix is expanding its Oatibix cereal range with the launch of Oatibix Flakes Nutty Crunch.

Available from 28 February across wholesale and convenience, the new variety will come in 450g packs with an RRP of £3.29. It is also HFSS-compliant, according to Gareth Turner, head of marketing at Weetabix.

To coincide with the new launch, Oatibix’s Original variety is relaunching in February with new packaging and a recipe reformulation.

Weetabix will support these developments with a £2m marketing investment, including a TV advert.

Weetabix starts 2022 with major new ad campaign

“It’s going to be a big year for Oatibix,” said Turner. “We’re hoping the activity will introduce our products to 600,000 new households this year, with ambitions to grow the brand by over 30% by 2023.

“Oats are a signpost for healthy eating, and this innovation offers great health nutritionals, as well as performing incredibly strongly in our taste tests. As the whole Oatibix range is HFSS-compliant, we can put our full support behind the brand refresh, through online and in-store shopper marketing, the upcoming TV advert and on social media.

“The new packaging allows the range to stand-out on fixture, whilst ensuring it remains recognisable to our base of loyal consumers. Thanks to the recipe reformulation, the Original biscuits are now crispier and lighter, ensuring we enter 2022 with our best-ever tasting Oatibix.

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