Weetabix Chocolate is being renamed as the brand looks to boost its health credentials.

It is being rebranded as Weetabix with Chocolate - in a move designed to promote the idea of “offering Weetabix ‘fuel’ with a chocolate taste” - and will be supported with a TV push kicking off on Monday (11 March).

It is also being backed with social media activity including a Facebook app that uses the Slingshot online service to let consumers buy products with a single click.

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