Weetabix Unveils New Partnership With Virgin Sport

Weetabix, the UK’s number one breakfast cereal[1], has joined forces with Virgin Sport. Unveiling a new partnership with the ASICS London 10K and launching the Weetabix Protein Youth Challenge.

Taking place on Sunday 5th July, the new youth running initiative will see children aged 7-14 years join the ASICS London 10K for the first time, encouraging participants to achieve their first major running goal.

Each Weetabix Protein Youth Challenge runner will cover as many kilometres as they can in the lead up to race day, they are then invited to join 1,000 fellow challengers to complete their final distance in front of the cheering crowds at the ASICS London 10K finish line. Runners across the country are also encouraged to participate virtually so those unable to travel to London in July can still earn their race day rewards.

Anna Cheatley, Brand Manager for Weetabix Protein, said: “We’re really excited to join forces with ASICS London 10K and Virgin Sport. Families have always been at the heart of Weetabix, so we’re proud to help people of all ages get off to a strong start and power their way through their running challenge*.

“We know protein continues to be popular with consumers at breakfast time and pulls people towards the cereal category. Weetabix Protein is the perfect way to power your body through the morning and is the number one protein cereal brand[2]*. Our Weetabix On The Go Protein breakfast drinks are also the perfect solution for those looking for a proper protein-packed breakfast whilst on the move**.”

Jessica Frey, CEO of Virgin Sport adds: “The ASICS London 10K is Virgin Sport’s most iconic landmark race. We’re delighted to partner with Weetabix Protein at this year’s event to bring people of all ages and abilities together through movement.”

Weetabix is found in over 35% of UK households and 1.3 billion bowls have been eaten in the past year[3]. Weetabix Protein is a £6.1m1 brand and the No1 Protein SKU1 in the segment with a 31% volume share of the growing protein cereal market[4].

The Weetabix Protein Youth Challenge is the first of a series of activity linked to the Weetabix and Virgin Sport collaboration. Further activity will include ambassador events and influencer partnerships.


Weetabix Protein Youth Challenge registration is now open.

Entry is free of charge. Up to 1,000 participants taking part on race day, and 1,000 virtual participants, will receive an exclusive Weetabix Protein ASICS finisher t-shirt and a medal. Children 11 and under must be accompanied by an adult while participating.

ASICS London 10K Early Bird race entries are on sale now. Tickets cost £45 and include free race photos, an ASICS technical finisher tee, a medal and a goody bag full of swag.

Corporate team and charity race entries are also available now. See website for details.

Event information: VIRGINSPORT.COM/YOUTH

  • * Protein contributes to growth in muscle mass as part of a healthy diet and lifestyle
  • ** Weetabix On The Go Protein contains 20g of protein per bottle
  • 1] 12 month period ending 7th September 2019, Nielsen
  • [2] 12 month period ending 7th September 2019, Nielsen
  • [3] Kantar: Purchase and Usage panel – 52 we 03 Nov 2019
  • [4] 12-month period ending 7th September 2019, Nielsen

Source: Mercieca

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