UK – UK’s leading breakfast cereals manufacturer, Weetabix Food Company has joined forces with Finsbury Food Group’s arm, Kara to launch a new range of breakfast muffins in the market.

The two new variants of breakfast muffins will be available in the UK in two offerings that is, apricot and oat, and apple and raisin.

According to the companies, the Weetabix-branded muffins are set to meet demand for on-the-go snacks that are nutritious while providing the convenience desired.

A research by Weetabix suggests that while majority of breakfast consumption still takes place at home, a quarter of consumers eat breakfast on the move, thus need for on-the-go products to suit busy lifestyles among consumers.

“Breakfast is a dynamic occasion for consumers and businesses and while the majority of people still eat breakfast at home, we understand that lives are getting busier,” said Weetabix marketing director Francesca Davies.

“Being able to grab a convenient, nutritious and tasty breakfast has never been more important.

“We are excited about the possibilities that a muffin from Weetabix will bring for consumers looking to pick up a breakfast on the move and for retailers looking to delight their shoppers with something new and relevant.”

The new release expands Weetabix range of products including cereals and cereal with brands such as Alpen and Ready Brek as well as the flagship range of Weetabix wheat biscuits.

The muffins come wrapped in a Weetabix-branded tulip case and will be exclusively available through Kara.

“It was great to partner with Weetabix to bring this muffin to the market. Consumers are increasingly eating out of home at breakfast so it’s important that breakfast choices are healthy and help keep them full until lunch time,” said Jane Olney, commercial director for foodservice at Kara.

“Not only have we kept the saturated fat and salt to a minimum, we’ve also packed the product full of fruit and high levels of fibre to ensure multiple nutritional benefits from each muffin.”

Weetabix Food Company was acquired by the American consumer packaged goods, Post Holdings in 2017 for US$1.8 billion.

This involved acquisition of Weetabix’s manufacturing and distribution assets in Europe, expanding Post Holding’s existing brands such as Honey Bunches of Oats and Grape-Nuts.