Make mornings sweeter with Weetabix and Lyle’s Golden Syrup

Weetabix is teaming up with another iconic brand, Lyle’s Golden Syrup, to launch a new, HFSS-compliant cereal.

Available from 24 May, the delicious partnership between two of Britain’s best-loved products aims to tap into the ongoing demand for tasty, yet nutritious cereals.

The “tasty cereal” category has grown by 11 per cent in the last two years, with taste now the number one purchase-driver. Weetabix’s existing “Flavours” range (Chocolate and Banana) has benefitted from the consumer desire for taste, seeing double-digit growth in the last 12 months.

Weetabix baked with Lyle’s Golden Syrup is high in fibre, low in fat and salt, and uses 100 per cent British wholegrain wheat, ensuring it is HFSS-compliant. This pairing blends the distinctive sweetly-caramelised flavour of Lyle’s Golden Syrup with Weetabix’s classic biscuit.

The launch will be supported with instore and online shopper activity, digital video adverts and via social media and influencer amplification, as part of a quarter of a million-pound marketing investment.

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

“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 baked with Lyle’s Golden Syrup is available across grocery, convenience and wholesale with an RRP of £3.29 (24 biscuit pack).