Weetabix has launched a range of protein-enhanced breakfast drinks.
Available from next week, the three-strong Weetabix On The Go Protein portfolio comprises vanilla, strawberry & raspberry and blueberry & blackberry variants (rsp: £1.99/275ml).
The trio, which will be available on a £1 promotional offer until September, is made with milk, fruit, protein and soluble wheat fibre, with each bottle providing 20g of protein. The drinks are also also high in fibre, low in fat and contain no artificial sweeteners.
They would tap the growing mainstream trend for protein-rich products and attract new consumers to the breakfast drinks aisle by appealing to a younger audience, said Weetabix.
“Consumers now believe high-protein products will keep you feeling fuller for longer and help build lean muscles,” said head of brand Richard Lawrence, adding research had revealed 38% of people wanted to get more protein into their diet.
The launch comes hot on the heels of the supplier’s Weetabix Protein Crunch cereal launch earlier this month.
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