At Weetabix, we take great pride in our commitment to sourcing locally and supporting sustainable farming practices. That’s why we’re excited to announce the launch of our new and improved packaging, which not only showcases the people behind our beloved cereal but also enhances the way consumers engage with our brand.
Our wheat is sourced from within a 50-mile radius of the Weetabix Mills, ensuring that we prioritize local farmers and minimize food miles. In fact, we have established a Growers Group consisting of over 350 dedicated farmers who share our passion for sustainable farming and production. By working closely with this group, we can guarantee the highest quality ingredients for our customers.
To bring this commitment to life, we have introduced a new traceability website that allows shoppers to explore the farms within our Growers Group. Through an interactive map, consumers can learn more about the farmers and the inspiring stories behind their work. This transparency reinforces our dedication to providing customers with a deeper understanding of the provenance of our cereal.
In addition to the packaging update, we are proud to introduce enhanced accessibility measures at the point of sale. Each new pack will feature a NaviLens code, developed in collaboration with the Royal National Institute of Blind People (RNIB). This innovation ensures that blind and partially sighted individuals can easily access our products in-store and even explore the accessible version of our traceability website.
As the brand manager of Weetabix, I am personally thrilled to share these exciting developments with our customers. Our research has shown that the messaging, execution, and interactivity of the traceability website resonate deeply with consumers. By showcasing our Growers Group and their dedicated work, we offer a unique insight into the journey of our cereal.
This new look and feel symbolize the convergence of my two passions – farming and food marketing. It is an incredible opportunity for us to highlight our remarkable wheat sourcing credentials and drive conversations about sustainability. We have made significant progress in terms of sustainability, and more details can be found in our upcoming 2023 Sustainability Report, set to be released in October.
Minimizing food mileage is a crucial sustainability goal for all food brands, and we are proud to lead the way. Our commitment to sourcing within a 50-mile radius sets us apart, and we believe that it deserves to be celebrated. After all, we owe our success to the farmers who put the ‘Weet’ in Weetabix – and it’s time for our consumers to meet them, and perhaps even their beloved pets!
We are proud to collaborate with organizations like RNIB to make packaging more accessible. Marc Powell, Head of Accessibility Innovation at RNIB, recognizes the importance of our efforts and urges other brands to follow suit. As a company, we believe that blind and partially sighted individuals should have the same freedom, independence, and choice as sighted customers. By prioritizing accessibility, we hope to create a more inclusive shopping experience for all.
You can now find our new-look 48 pack Weetabix Original in convenience stores, with the 24 pack launching in October. We are thrilled to announce that by the end of the year, the rest of our Weetabix SKUs will also be available in the updated packaging.
