Weetabix and Lyle’s Golden Syrup team up for cereal collaboration

Weetabix is set to launch a cereal collaboration with Lyle’s Golden Syrup.

Landing on shelves next month, Weetabix Baked with Lyle’s Golden Syrup blends the ‘distinctive sweetly-caramelised flavour of Lyle’s Golden Syrup with Weetabix’s classic biscuit’.

“Brand partnerships are on the rise with shoppers seeking authentic flavours and new experiences,” said Gareth Turner, Head of Marketing at Weetabix.

“It’s the perfect time to bring two huge British kitchen cupboard staples together to launch this new cereal, which offers a unique flavour combination, two exciting brands and a strong nutritional profile.

“Innovation is key to driving cereal sales and introducing people to the category. We expect that the combination of both iconic logos on pack will capture attention in-store, whilst as a HFSS-compliant range, we’ll be able to support the launch as usual in the months ahead.”