Weetabix On The Go has launched a new chocolate flavour to its Protein range.

The new launch coincides with a new packaging launch for the Protein range to improve stand-out on shelf and give greater distinction between the regular range of Weetabix drinks.

The Chocolate Protein drink (RRP £1.99 for a 275ml bottle or £1.50 PMP) is being supported on TV throughout April as part of this year’s £7m TV and sampling spend.

With 44% of British consumers actively trying to incorporate more protein into their diet, protein cereals is already the fastest growing segment in the total cereals market, worth £13.1m, up 7.3% year on year according to Nielsen.

Zoe Brimfield, brand manager for Weetabix On The Go, said: “Our Protein On The Go range makes protein more accessible to the masses at breakfast time. We have sold 40 million bottles to date and business is doubling each year. Enhancing the range by introducing chocolate, the best-selling flavour in the breakfast drinks category, will only help drive sales further.

“Increasing shelf space is now being allocated to nutritious drinks rather than sugar laden soft drinks and with breakfast habits evolving to suit an on-the-go lifestyle, retailers are wanting to tap into this opportunity.  There are 3.5bn occasions annually where people are either skipping breakfast or eating it out of home, so On The Go is a massive opportunity and we are excited about the future.”