Ready brek unveils limited edition Roald Dahl packs along with new promotion

Ready brek has launched limited edition packs in partnership with Roald Dahl, bringing iconic literary characters to breakfast tables.

Available on-shelf from January to March 2022, four of Roald Dahl’s biggest titles – The BFG, Matilda, James and the Giant Peach and The Witches – will feature on-pack alongside a new promotion.

The porridge brand will be giving families the chance to win Roald Dahl merchandise – with 7,500 prizes (worth £200,000), including box sets of books and crockery sets, up for grabs. A microsite will also host free Roald Dahl activities for all to enjoy.

The launch will be supported with a £100,000 shopper activity investment, which includes digital activations and eye-catching point of sale to bring the world of Roald Dahl to life in-store and online. Consumer social media campaigns will run across the Ready brek and Roald Dahl channels, climaxing around World Book Day on 3 March.

Roald Dahl is the UK’s number one children’s author and has sold over 300m books worldwide, in more than 63 languages.

“A Roald Dahl book is sold every 2.6 seconds and these well-loved children’s characters are a brilliant match for your morning bowl of Ready brek,” Alastair Porter, Marketing Controller at Weetabix Food Company, said.

“Roald Dahl is immensely popular with families, with a 98 per cent 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.”

Ready brek’s limited edition Roald Dahl packs will be available across the Ready brek range (excluding PMP) in grocery, convenience and wholesale. The partnership will return with a new promotion in autumn 2022 ahead of the next porridge season.