Weetabix partners with FA to launch healthy eating initiative

The “Eat Well, Live Well, Play Well” campaign will run from April 2021 ahead of UEFA Euro in 2021 and UEFA Women’s Euro in 2022, and will see the cereal become the official Breakfast Category Partner of the England Women’s and Men’s Senior Teams and lead partner of Wildcats.

The campaign will focus on Weetabix Original’s nutritional credentials, such as “being low in sugar, salt, and fat, as well as high in fibre, helping to support the health of the nation with a strong start to the day”.

Supporting activity will feature across all Weetabix-branded cereal products, including Oatibix.

Gareth Turner, head of brand at Weetabix, said: “This partnership reinforces our belief that everyone can achieve their best with a proper, Weetabix start to the day, and we’re delighted that we can bring the Weetabix advantage to the next generation of talent through our work with the ‘Weetabix Wildcats’ and England Women’s and Men’s teams.

“Stand-out activations in store, warehouses and online will undoubtedly drive footfall to the cereal aisle and raise awareness of the entire category, tapping into heightened shopper interest.”