Weetabix on the Go breakfast drink will be sampled to 200,000 festival goers this summer, following a deal between Weetabix and live entertainment company Live Nation.

Weetabix On The Go will be distributed at three major UK summer music festivals: the V Festival sites at Chelmsford and Staffordshire and Reading Festival.  For the second year running, the brand will be giving away samples of chilled breakfast drink bottles to music lovers, providing thousands with a nutritional start to their days.

Weetabix will be promoting the activity in-store via bespoke festival POS in Tesco and Co-Op stores nationwide.  Customers will be entered into a prize draw to win VIP festival packages, including tickets and back stage passes.

Now valued at £24m, the breakfast drinks category is continuing to grow in popularity at a rapid rate in the UK. As the market leader, Weetabix On The Go has sold over 10 million bottles in 2017 alone and 50 million since launch, a huge 75% increase year on year. Weetabix On The Go holds an 80% market share.

Gavin Loftus, Head of Brand at Weetabix Drinks, comments: “We are extremely excited to partner with Live Nation and bring Weetabix on the Go to thousands of people at the biggest and best events in the music calendar this Summer. We have developed Weetabix On The Go to suit increasingly busy lives and occasions where eating breakfast in the traditional way is not possible, and festivals are the perfect example of this occasion.”

Loftus adds: “We know through our extensive research that huge numbers of young people regularly skip breakfast, making them one of our key demographics. By partnering with Live Nation at some of the Summer’s most iconic and popular events, we’re looking forward to getting a unique chance to interact with potential shoppers both within the festivals themselves, and in-stores through highly valuable giveaways that are sure to attract customers and drive sales even further.”

Weetabix Food Company makes Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready Brek, Weetos and Alpen bars. With its global headquarters in Northamptonshire, it operates across North America, South Africa, Kenya, Germany and Spain and exports to more than 90 countries around the world.

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