Kevin Verbruggen, head of brand at Weetabix said: “As a category leader, we have a responsibility to provide best-practice food labelling, to help shoppers make more informed choices.
“Shoppers tell us that they’re often confused by the wide range of cereals, and the easy-to-read traffic lights make it simpler for health-conscious shoppers to make a quick, informed choice. This can only benefit shoppers, their families, and the category.”
Research shows almost 7 in 10 people are concerned about the health benefits of cereal and 65% are looking to reduce the sugar intake in their diet. These concerns are being reflected in consumers purchasing choices, as higher sugar cereals face a decline in sales, while Weetabix sales have grown £2m this year to date.
“We are actively encouraging more children to start the day with a good breakfast. All of our family cereals meet the strict nutritional standards for marketing to children, which highlights how seriously we take our responsibility to providing nutritious breakfast choices.” Verbruggen added.
Figures from market research company IRI for the year to July 2015 showed Weetabix the top-selling, ready-to-eat cereal brand in the UK with sales worth £110m, though this represented a slight 3.9% drop in value on the previous year.