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Post Holdings-owned cereal brand Weetabix has expanded its breakfast offering with the launch of Chocolatey Hazelnut Melts. The new soft-centred crunchy hazelnut bites are HFSS-compliant and are set to evoke a sense of nostalgia among UK consumers, as the brand states chocolate hazelnut is aligned to memories of after-school snacking. Ginni Farbon, Weetabix brand manager, said: “The launch of this new flavour into our popular Melts range is set to be a hit with consumers as tasty cereal is the largest segment of the breakfast cereal category, with demand growing YOY over the last three years”. She continued: “With over half of consumers looking to reduce their sugar intake in their diets, Melts will hit this sweet spot for them without compromising on taste”. Last month, under its Weetos brand, Post Holdings launched Caramel Chocolatey Hoops, a non-HFSS cereal with high fibre and strong nutritional credentials such as vitamin D, iron and vitamin B12 Weetabix says that contrasting hard and soft textures are an effective growth driver in many categories, positioning the new cereal to be a hit with consumers. The Chocolatey Hazelnut Melts will be available in ASDA stores from the beginning of May, for an RRP of £3 per box. Further retailers will stock the cereal in the coming months.