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Oatibix Gets A Makeover In The UK

January 12, 2022: 12:00 AM EST
The sister brand to Weetabix is being relaunched next month, with a new non-HFSS Nutty Crunch cereal to challenge Crunchy Nut from Kellogg's. The relaunch includes new packaging and recipe reformulation for a "crispier and lighter" cereal. Oatibix Nutty Crunch contains honeycomb pieces, caramelized nuts and honey-coated corn flakes. As well as its non-HFSS claims, the brand says it’s a source of fiber. The new green packaging is aimed at stressing the brand’s nutritional credentials. Oatibix sales in the U.K. are less than £10 million versus Weetabix sales of around 15 times that, but Oatibix is aiming for 30% growth by 2023. 
Daniel Woolfson, "Weetabix to relaunch Oatibix - and battle Kellogg's with 'Nutty Crunch' NPD", thegrocer.co.uk, January 12, 2022, © William Reed Business Media Ltd
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