Breakfast drink Weetabix On The Go has added a new chocolate flavour to its Protein range to emphasise its presence in the on the go breakfast market.

Available from 20 March, the new chocolate drink will join the brands Strawberry & Raspberry and Vanilla variants. To coincide with the launch Weetabix has introduced new packaging to its range of drinks to improve stand out on shelf and give greater distinction between the regular range of Weetabix drinks.

The Chocolate Protein launch and pack refresh will be supported on TV throughout April as part of this years £7 million TV and sampling spend.

With 44% of British consumers actively trying to incorporate more protein into their diet, protein cereals are already the fastest growing segment in the total cereals market, worth £13.1m. Protein drinks make up a quarter of the breakfast drinks category, with Weetabix On The Go the clear market leader with a 76% share in the breakfast drinks sector.

Zoe Brimfield, brand manager at Weetabix On The Go, comments, "Our Protein On The Go range makes protein more accessible to the masses at breakfast time and since launching, it has been flying off the shelves. We have sold 40 million bottles to date and business is doubling each year. Enhancing the range by introducing chocolate, the best selling flavour in the breakfast drinks category, will only help drive sales further.

"Increasing shelf space is now being allocated to nutritious drinks rather than sugar laden soft drinks and with breakfast habits evolving to suit an on the go lifestyle, retailers are wanting to tap into this opportunity."

Weetabix Protein On The Go has an RRP of £1.99 for 275ml. The product is also available in a PMP format at £1.50 (275ml).