Weetabix offers free recipe book with affordable around the clock dishes

The brand has created a free digital recipe book to inspire the nation with healthy, affordable meals and snacks for breakfast and beyond.

Demand for affordable meal solutions, and advice on how to make household budgets stretch further, is high as the cost of living squeeze continues.

Every recipe in the book costs around 80p per serve and has been specially developed by experts to build a range of simple to prepare dishes that can be enjoyed around the clock.

From starting the day with a Weetabix smoothie and a post-run Weetabix protein ball, to Weetabix breaded chicken at lunch and indulging with some Weetabix tiramisu after dinner.

This latest innovative expansion of the ‘Any Which Way a Bix’ campaign will be supported by a £2m investment including a new broadcast creative airing from 3 January and amplified across YouTube and Video on Demand.

The end frame of the new film features a scannable QR code to directly link and download the Weetabix recipe book.

Additional consumer activity includes high profile in-store media and POS investment, as well as activity across Facebook, Instagram and TikTok where a select team of social influencer ‘Bixers’ will demonstrate selected recipes from the cookbook throughout January.

Lorraine Rothwell, head of marketing at Weetabix Food Company, said: “As we all face into tough times, we want to remind consumers not only that we’re on their side but also that Weetabix is central to starting the day right. Consumers trust us to provide a healthy, nutritious breakfast and now we’re looking to help at other times. Our recipe book offers consumers affordable and versatile inspiration, helping them to reconsider the role that Weetabix plays in their routine by catering well beyond traditional breakfast occasions.”

“One large box of Weetabix can feed a family for four for nine days. It is one of the most nutritionally dense cereals on the market, and this campaign will remind consumers of those credentials and give them even more Bang For Their Buck A Bix. Have you had yours?”