Weetabix has developed a Crrrunch! variant which, it says, doesn't go soggy in milk. The new version of the UK's second biggest cereal brand consists of miniature Weetabix coated in honey and toasted. The company hopes it will also appeal to snackers as the £1bn breakfast cereals market is facing increasing pressure from alternatives such as cereal bars. Weetabix Crrrunch! is on shelf this week and will be backed by an ad and sampling campaign later in the year. It adds an extra dimension to the Weetabix portfolio that also includes Minibix brand in three variants. {{MARKETING - P&P }}

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