Weetabix Food Company, owned by Post Holdings, has added a limited-edition Caffé Latte flavour to its Weetabix On The Go range.
The new breakfast drink contains 37.5mg of caffeine per 100ml and aims to provide a convenient two-in-one combination of breakfast and coffee.
Emma Varlow, general manager at Weetabix On The Go, said: “We’re confident that there is a huge opportunity in the months ahead for breakfast drinks, both at home to suit our busy mornings or whilst on the move when things open up again.
“Our new Caffé Latte flavour offers a convenient breakfast with an added boost of caffeine to help Brits start their morning off right. Coffee is now the second most popular flavour of flavoured milk and has a value of £34.5 million with growth of 18.1% in the last year.”
Varlow added: “Last year, we also redesigned our bottles so the bottle, cap and sleeve can now all be recycled together.”
The limited-edition flavour will be available in the convenience and wholesale channels from this month, with grocery listings from July.
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