- Weetos from Weetabix goes online in the gaming world
- Kids can enter Weetos World on Roblox from June
- 1m limited-edition packs available with Fandom.com QR codes
Weetos, the family brand from the Weetabix Food Company, is venturing beyond the breakfast bowl with its first-ever leap into the gaming universe, launching a co-branded Roblox experience in partnership with Fandom – the world’s largest fan platform.
From this month, young fans can jump into Weetos World, a vibrant, imagination-fuelled adventure designed for kids, by kids. Packed with playful puzzles, creative challenges and interactive zones, the game offers a virtual space where families can team up, unlock rewards and discover a new side to their favourite breakfast cereal. With more than 10 million Roblox users in the UK – and the platform’s core player base aged 9-12 – Weetos is showing up exactly where Gen Alpha already are: online, exploring and playing together.
To support the campaign, over one million limited-edition Weetos packs will roll out across Bestway and Unitas from June, featuring a fresh, eye-catching design and a QR code linking directly to a bespoke Weetos hub on Fandom.com.
The competition will run until 31August, driving excitement from the site with exclusive content and weekly prize draws offering the chance to win consoles, gaming bundles and more. In consumer testing, the updated pack design generated a 10 per cent uplift in purchase intent – a strong signal of the campaign’s in-market potential.
Built on imagination straight from the Weetos community, characters, environments and challenges in Weetos World were all inspired by the drawings and ideas of the children and grandchildren of Weetos employees. This authentic insight ensures the game resonates with its core audience, guaranteeing high engagement.
“Weetos World represents a bold step forward for the brand," said Madeleine Rainert, Brand Manager at Weetos. "We’re tapping into cultural relevance by meeting families where they already are – and doing it in a way that stays true to Weetos’ playful DNA.”
“The fact that the game is inspired by children’s real ideas makes it even more special. This is about more than just cereal; it’s about sparking golden moments between parents and children through the power of play!”
With an HFSS-compliant product and strong flavour credentials, Weetos continues to deliver on taste, fun and family appeal – loved by kids, and approved by parents. The brand is currently worth £10 million, with recent innovation and strategic campaigns helping to build momentum in the competitive cereal category.
