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Brief Published: 8 Jan 2014

Weetabix Launches Drinkable Cereal

Weetabix on the go

British cereal brand Weetabix has introduced a range of breakfast drinks in a bid to appeal to the one in five UK adults the company claims skip breakfast. Weetabix On the Go will contain the same nutrition as a bowl of cereal and milk, but in a ready-to-drink bottle format.

"Convenience is key," said Weetabix marketing manager Francesca Davies. "For those consumers who occasionally don't have time for a sit-down meal, we still want to provide something that is satisfying, filling, and also packed full of the same protein, energy and fibre that a traditional Weetabix breakfast would provide."

Nearly one in seven British breakfasts are now eaten outside the home – 69% at work and 15% while mobile, according to global market research agency MMR Research. In response, brands are creating on-the-go breakfast products that satisfy consumer demand for health and convenience.

While Weetabix predicts the UK's breakfast drink market will grow to £300m ($493m) by 2015, breakfast drinks are already big business in Australia and the US, where food giants General Mills and Kellogg's both launched breakfast drinks this year. For further insight into the thriving breakfast market, see the Breakfast Boom.