Oatibix scoops Product of the Year

This year the independent Product of the Year survey received over 12,000 responses from consumers across the UK who were voting for their 'must have' products.

The public were asked to highlight products that they felt were genuinely 'new and improved' or were in some way groundbreaking.

The award is the icing on the cake for Oatibix and Oatibix bitesize which have been stellar launches for the Weetabix food Company, achieving a 1.5% value share in less than 12 months.

In a cereals category of around 300 products, Oatibix was the 15th largest selling cereal in the market within five months of launch.

Further growth in sales is expected with Weetabix confirming that the Product of the Year logo will appear on-pack. According to the consumer survey, goods featuring the logo experience an average sales uplift of over 10%.

Tony Corp, Weetabix Food Company marketing controller, said: “For Oatibix to be crowned Product of the Year is great news, the consumer vote means a great deal.

"We put a lot of emphasis behind new product innovation in 2007 and this prestigious award justifies the confidence we placed in this truly market changing product.

“It was one of the most successful launches in decades and was ultimately responsible for 30% of total category growth.”