Weetabix fruit

Weetabix is launching a new campaign that aims to encourage children to eat fruit with the breakfast brand.

The campaign, Weetabuddies, is backed by a £5.5 million budget and will run across TV, on pack, in store, and social.

Weetabuddies characters, including Tropicolin, Senor Sultana and Blue Barry, are designed to encourage children to eat the recommended 5 A DAY.

Selected retailers, including Asda, will sticker fruits with Weetabuddy stickers to encourage kids to try the fruit with the cereal.

Weetabix senior brand manager Claire Canty, said: 'We know from our research that as kids get older and experience new tastes and flavours they’re increasingly looking for more exciting, varied breakfasts.

'However, we know mums still want to be reassured that their families are making healthy choices in the morning which is why we have launched the Weetabuddies campaign.

'By helping families to get creative and encouraging them to make their own Weetabuddies, we hope that kids will be reminded that a bowl of Weetabix is a lot of fun, while mum can be reassured that they are still getting a delicious and nutritious breakfast, helping us to encourage a whole new generation to fall in love with Weetabix as a result.'

Weetabuddies, which officially gets under way in January, also has an associated website.

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