Weetabix was invented in Australia in the 1920s by Bennison Osborne. Production in the UK began in 1932.
Weetabix is the brand leader in the £1.5 billion UK cereal category with household penetration at 33% and a market share of 7.8%. The cereal is eaten regularly by 8.3m consumers.
The brand has unveiled a new pack design and £7m marketing push for the cereal in a bid to reposition it as a ‘slow-release energy’ food.
Although not a radical departure from the previous, the new-look pack has been modernised and features a prominent ‘Slow Release Energy’ strapline while retaining many of the existing colour and graphic cues, which make the new pack remain very bright and instantly recognisable. The new tagline is very prominent on the front of the pack.
We particularly like the reverse of the pack, which features a striking graphic explaining clearly what the slow-release benefits are and states that it `keeps you fuller for longer, giving you the energy you need to take on the day’.
It’s a shame this isn’t featured more prominently on the front of the pack.
The `Fuel Your Day’ messages on the sides of the pack are also strong benefit statements.
The box opens easily but the biscuits are very hard to unwrap without creating a box full of crumbs. This problem has remained for many years and it is a shame it has not yet been resolved.
On shelf 8/10
The Weetabix logo stands out very clearly and the packaging succeeds overall in making the brand very prominent and noticeable even next to similarly-coloured boxes.
The Weetabix packaging is bright and modern and stands out on the shelf. However, we felt some minor tweaking could convey the brand benefits even more strongly for today’s health conscious consumer.