Branding News: Weetabix shakes up porridge line

Weetabix is relaunching its Seriously Oaty porridge brand in an attempt to revive slowing sales.

The packaging, which has been redesigned by Blue Marlin, features more
vibrant colours to differentiate the variants. Golden Honey is yellow,
Apple & Raspberry is red, Thick & Tasty is blue and Spiced Apple &

Sultana is plum-coloured.

The packs feature photographs of oats and a heart-shaped image of
porridge, to convey its healthy credentials. Copy on the back of the
packs also highlights the benefits of eating oats.

The pack contents have been reduced from eight sachets to five and the
price has been cut to 99p.

Seriously Oaty increased its value by just 0.1.% in the year to 20 May,
according to IRI data. This was in contrast to Quaker Oatso Simple,
which boosted its value by 12.3% over the same period.