With Weetabix having near universal brand awareness in the UK, the breakfast cereal is setting about pushing up sales by taking the brand into new product areas, such as an on-the-go drink, and getting more playful and braver in its messaging.

Why it matters

Heritage brands can often find themselves trapped into talking about the past and constantly communicating a product’s selling points that have changed little in decades. But it can feel risky to freshen it up for a new audience.