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BEVERAGE

Breakfast drink Weetabix on the Go to fuel UK music festival attendees
Thursday, 31 August, 2017, 08 : 00 AM [IST]
Chelmsford
For the second consecutive year, Weetabix on the Go - the leading breakfast drink in the United Kingdom and an official partner of Live Nation (the world’s leading live entertainment company) - will give away 2,00,000 bottles of the chilled beverage as samples to attendees at three music festivals - the V festival (slated to take place in Chelmsford and Staffordshire) and the Reading festival - this summer.

Weetabix will promote the activity in-store via bespoke festival POS. Customers will be entered into a prize draw to win VIP festival packages, including tickets and backstage passes.

Gavin Loftus, head of brand, Weetabix Drinks, said, “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,” he added.

“We know, through our extensive research, that huge numbers of young people regularly skip breakfast, making them one of our key demographics,” Loftus stated.

“By partnering with Live Nation at some of the summer’s most iconic and popular events, we are 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,” he added.

“Now valued at £24 million, the breakfast drink category is continuing to grow in popularity at a rapid rate in the United Kingdom,” Loftus said.

As the market leader, Weetabix on the Go has sold over ten million bottles in 2017 alone and 50 million since its launch, which is a 75 per cent increase year-on-year. Weetabix on the Go holds an 80 per cent market share, proving the drinks deliver on both substance and taste.
 
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