Weetabix jumps on Biscoff boom with Caramelised Biscuit cereal

Weetabix has jumped on the booming Biscoff trend with a Caramelised Biscuit spin-off for its Crispy Minis cereal.

Billed as “fun, yet healthy”, the HFSS-compliant cereal (rsp: £3.49) is tipped by Weetabix to appeal to families “of all ages”.

It will land in Asda, Morrisons, Iceland and Ocado in February, with a wider rollout planned for later in the year.

“With Minis already being a firm breakfast favourite, adding the popularity of caramelised biscuit into the mix is certain to drive further category growth through the taste and excitement it delivers, reaching new target audiences who value our ongoing commitment to quality and taste,” said Weetabix head of brand Lorraine Rothwell.

The launch will be supported by Weetabix’s largest marketing investment in its Crispy Minis range to date, including large-scale shopper activations, paid media and influencer campaigns taking part in March and April.

Weetabix isn’t the only fmcg brand hoping to cash in on shoppers’ appetite for Biscoff.

Trek added a Biscoff variant of its Power Protein bar in February 2024, and earlier this month unveiled an expansion of the range to include its Protein Flapjack.

Yorkshire Tea also innovated to take advantage of the flavour trend, expanding its Proper Breaks range with Caramelised Biscuit Brew in July.

Meanwhile, Cadbury revealed it was planning to launch co-branded chocolate products with Biscoff in early 2025.