The breakfast drink Weetabix On The Go has added a new chocolate flavour to its Protein range to bolster its presence in the on-the-go breakfast market.

To coincide with the launch of the new flavour, Weetabix On The Go has also introduced new packaging to its Protein range of drinks to improve stand-out on shelf and give greater distinction between the regular range of Weetabix drinks.

The Chocolate Protein launch and pack refresh will be supported on TV throughout April as part of this year’s £7m TV and sampling spend.

Zoe Brimfield, brand manager, Weetabix On The Go, commented: “Our Protein On The Go range makes protein more accessible to the masses at breakfast time and since launching, it has been flying off the shelves. We have sold 40 million bottles to date and business is doubling each year. Enhancing the range by introducing chocolate, the best-selling flavour in the breakfast drinks category, will only help drive sales further.

“Increasing shelf space is now being allocated to nutritious drinks rather than sugar laden soft drinks and with breakfast habits evolving to suit an on-the-go lifestyle, retailers are wanting to tap into this opportunity. There are 3.5 billion occasions annually where people are either skipping breakfast or eating it out of home, so On The Go is a massive opportunity and we are excited about the future.”

Weetabix Protein On The Go has an Rrp of £1.99 for a 275ml. The product is also available in a price-marked format at £1.50 (275ml).