Weetabix Food Company and The Football Association [The FA] have partnered to encourage the nation to embrace healthy choices through their new 'Eat Well, Live Well, Play Well' initiative. The partnership see's the nation's favourite cereal become lead partner of Wildcats and the Official Breakfast Category Partner of the England Women's and Men's Senior Teams

Weetabix have become headline partner of The FA's girl's participation programme, Wildcats, which has now been renamed to 'Weetabix Wildcats'. Weetabix Wildcats is for girls aged 5-11who want to get involved with football for the very first time or want the opportunity to play with other girls their own age. There are currently over 1,600 Weetabix Wildcats providers across England, giving girls the opportunity to play football in a fun and friendly environment which provides the perfect setting for girls to stay active, build confidence and meet new friends.

Weetabix and The FA are committed to doubling the number of Weetabix Wildcats providers by the end of 2024 and will work closely with performance experts at St. George's Park to implement learning about nutrition as part of the Weetabix Wildcats programme.

The new partnership will focus on Weetabix Original's nutritional credentials, being low in sugar, salt, and fat, as well as high in fibre, helping to support the health of the nation with a strong start to the day.

Gareth Turner, Head of Brand at Weetabix, said: "This is huge news for Weetabix. We are already known as the nation's favourite cereal and working with The FA will only cement this further.

"This partnership reinforces our belief that everyone can achieve their best with a proper, Weetabix start to the day, and we're delighted that we can bring the Weetabix advantage to the next generation of talent through our work with the 'Weetabix Wildcats' and England Women's and Men's teams.

Kathryn Swarbrick, The FA's Commercial and Marketing Director, commented: "Providing girls equal access to participate in football is an organisational priority. This will only be achieved with the support of committed partners and we're delighted to welcome Weetabix to join us on this journey. The joint ambition to double Weetabix Wildcats sessions by the end of 2024 will play a crucial role in ensuring girls across the country have a fun, friendly and safe environment to play the game.

About Weetabix

Weetabix has been fuelling the nation for over 85 years (since 1932), and working exclusively with local farmers, all of our wheat in Weetabix Original comes from within 50-miles of our mills in rural Northamptonshire. We help people get the best out of their day with the Weetabix Advantage, and with  all-green traffic lights on Weetabix Original which is naturally low in sugar, salt and fat, and with 100% wholegrain wheat, Weetabix is a great way to get more fibre every day.

Weetabix Food Company makes Weetabix, the UK's number one selling [2], most trusted and most recommended cereals. It is home to some of Britain's most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready brek, Weetos and the popular Alpen bars.

The organisation is owned by Post Holdings Inc., a consumer-packaged goods holding company. Weetabix Food Company has been proudly fuelling families around the world for the past85 years with nutritious cereals and snacks produced in Burton Latimer, Corby and Ashton. The company which has its global headquarters in Northamptonshire, operates across North America, South Africa, Kenya, Germany and Spain and exports to more than 90 countries around the world.