NPD and Media

READY BREK

Ready Brek and Roald Dahl team up

Promotional packs featuring The BFG, Matilda, James and the Giant Peach, and The Witches are available until March.

A new partnership sees Roald Dahl’s literary characters brought to breakfast tables with the release of limited-edition Ready Brek packs. Promotional packs featuring The BFG, Matilda, James and the Giant Peach, and The Witches are available from now until March.

Shoppers have the chance to win Roald Dahl merchandise – with 7,500 prizes (worth a total of £200,000), including box sets of books and crockery sets, up for grabs. A microsite is also hosting free Roald Dahl activities.

Ready Brek is supporting the launch with a £100,000 shopper activity investment. This includes digital activations and point of sale to bring the world of Roald Dahl to life in-store and online. Consumer social media campaigns will run across the Ready Brek and Roald Dahl channels, climaxing around World Book Day on 3 March.

Alastair Porter, Ready Brek Marketing Controller, said: “Roald Dahl is immensely popular with families, with a 98% awareness rate. This partnership aims to ignite some love back into the brand and category, increasing our reach to families and introducing new consumers. As a result, we’re expecting a sales boost for Ready Brek, adding incremental value to the rest of the category.”

Ready Brek’s Limited-Edition Roald Dahl packs are available across the entire Ready Brek range, excluding pricemarked packs. The partnership will return with a new promotion in autumn 2022 ahead of the next porridge season.

Roald Dahl is the UK’s number one children’s author and has sold over 300 million books worldwide.