Ready Brek, the porridge oat brand from Weetabix Food Company, has launched a new pack design featuring a modern update on the product’s brand image.

Originally launched in the eighties, Ready Brek packs will once again feature a glowing silhouette design. The new boxes have been created for modern shoppers and to provide greater stand out on shelf.

To support the pack refresh, the brand has announced that it will return to TV screens in 2018, for the first time in five years. The new TV campaign will be supported with in store merchandising and an on-pack promotion.

Helena Blincow, marketing manager for Ready Brek, said: “Ready Brek is rich in heritage and remains a firm favourite with people of all ages. Consumers fondly remember our ‘glowing silhouette’ pack and research shows that this remains a strong brand asset. We are confident our new packs will resonate with both long-standing, loyal customers, as well as attract new shoppers to the brand.

“The hot cereal market is bucking total cereal trends and growing at +2% (Nielsen data, November 2017) The rise in awareness of the health benefits of oats has certainly increased the demand for porridge and with more and more people making healthier choices for breakfast, Ready Brek is perfectly positioned to tap into this growing trend. We hope our distinctive new packaging will better communicate our credentials – and ultimately encourage purchase and drive growth for the brand.”

Ready Brek is made from wholegrain rolled oats and is high in fibre, calcium and Vitamin D. The range is available in a variety of formats including 250g (rrp £1 PMP), 450g (rrp 1.99) and 750g (rrp £2.99) boxes.

The brand is also making changes to the design of its microwavable 32g porridge sachets, ensuring the range is clearly labelled. All Ready Brek formats are available in Original and Chocolate flavours.

The re-designed Ready Brek range is available to convenience store retailers now.