Launched in July 2010, Chocolate Weetabix has become the most successful launch of a brand extension from the Weetabix Food Company. Beating all its targets is a major achievement as NPD success ...

Many of us grew up eating Weetabix. Unlike the “fun” cereals loaded with chocolate and sugar, Weetabix always seemed reassuringly bland. Marketed as “good food you can trust”, surely ...