Posted: Wednesday, January 25, 2012 2:45 pm

Weetabix are set to launch a new variety of the breakfast cereal in the form of Weetabix Golden Syrup, which will land on supermarket shelves on the 30th January.

According to the company, the new variety of the breakfast biscuit is baked with Golden Syrup but retains the nutritional benefits of the original variety.  

Weetabix senior brand manager Hannah Blackburn said, “We know that consumers eat their Weetabix in so many different ways.  But the research told us that lots of consumers are looking for a healthy breakfast to set them up for the day ahead that is not only substantial but also delivers a sweeter taste.  

"We knew we needed to innovate and when we looked at our options, baking Golden Syrup into the biscuits was the best way to get to a sweeter tasting biscuit, using the least amount of added sugar, without compromising our ‘Fuel For Big Days’ proposition, or the health promise of the Weetabix brand.  

"In a way, it's all about showing people that Weetabix isn't what you think it is, it's still essential fuel for your day, but now you can choose Weetabix Golden Syrup for a healthy, tasty and convenient breakfast.”

The Weetabix Golden Syrup launch will be supported by national TV advertising, in-store launch activation, PR and digital activity.

A new muesli product from Alpen will also be hitting the cereal aisle on the 30th of January.  New Alpen Apricot, Almond and Hazelnut Muesli has been designed to appeal to both loyal Alpen consumers, and also aims to attract new cereal buyers.  The product contains real apricot fruit pieces, slices of almond and hazelnuts, wheat flakes, rolled oats and sultanas.

Finally, two new flavours of Weetabix Crispy Minis will also be available from 30th of January - Weetabix Crispy Minis Caramel & Nut, and Weetabix Crispy Minis Strawberry.  Weetabix say the two new flavours will add more choice to the existing Minis range - Chocolate Chip and Fruit & Nut.