Weetabix Minis have been rebranded as Crispy Minis in a bid to turn around ­­flagging sales.

Following a 13% year-on-year sales slump to £17.9m [SymphonyIRI 52w/e 26 March 2011], the 13-year-old brand has been repackaged and given a £4.8m TV push designed to reposition it as suitable for the whole family rather than just kids.

Brand owner The Weetabix Food Co has retained the chocolate chip and fruit & nut variants but reformulated the honey & nut version as simply honey and added a wholegrain SKU (rsp: £1.98/500g). “We felt the brand needed a plain variant in the shape of wholegrain, which will appeal to mums,” said group brand manager Francesca Davies.

Although Minis pass Ofcom regulations and has previously been advertised to children, the new campaign which breaks today is aimed at parents.

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