Weetabix has announced the launch of its new product range, Weetabix Melts, which will be available in wholesale and grocery from late March.

The new cereal, which features soft centred crunchy bites in milk and white chocolate flavours, was designed to meet what Weetabix sees as growing demand for “indulgent yet nutritious cereals,” with the cereal category witnessing a +12.1%  growth over the last year.

The launch of Weetabix Melts will be supported by a £2.5million investment over 12-months, including a new TV advert set to air in the summer, as well as social media and influencer campaigns. In-store and online shopper activations will also ensure further awareness at point of purchase.

“We’re sure that shoppers will love Weetabix Melts – in fact it’s been our best-ever performing product concept within consumer research panels.”

Gareth Turner, head of brand at Weetabix Food Company, said: “Taste is without a doubt the number one driver of purchase within cereals. Weetabix Melts allow us to appeal to shoppers looking for a more indulgent option at breakfast or for a snack, with the added reassurance of health and quality that consumers know and expect from the Weetabix brand.

“As Melts are classified as non-HFSS, we intend to support the launch with a significant through-the-line campaign, driving footfall and bringing much wanted excitement to the cereal aisle.

“We’re sure that shoppers will love Weetabix Melts – in fact it’s been our best-ever performing product concept within consumer research panels. A significant 8 out of 10 of those asked stated that they would definitely purchase, with taste and appeal scores higher than our competitors in the sector.”