Breakfast food manufacturer, Weetabix has added all-green traffic lights to its Weetabix Original and Weetabix Protein packaging.
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.”
He added, “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.'
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.
The company stated, '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. Weetabix Original is made from 95% wholegrain wheat, and fortified with vitamins and iron. It is high in fibre, packed with nutrients and low in sugar and salt.'
Weetabix, which is majority owned by China's state-backed Bright Food Group, is the UK's favourite breakfast cereal.