Nestlé Cereals will bring new flavours and functional benefits to breakfast tables this summer with three new cereal launches across its much-loved Shreddies and Shredded Wheat brands.
Shreddies Peanut Butter flavour and Shredded Wheat Happy Heart and Active will launch in August, with a focus on offering shoppers exciting new flavours and more breakfast choices with added health benefits.
This week Shreddies Peanut Butter flavour launches in selected retailers, bringing the popular peanut butter trend to one of the UK’s best-known family cereal brands.
Combining the delicious peanut buttery flavour with Shreddies' iconic malty wholegrain squares, the new cereal offers families a tasty way to start their day. It taps into the ever-growing popularity of peanut butter – 38% of Shreddies customers also purchase peanut butter ^ - while continuing to deliver everything consumers already know and love about Shreddies.
It can be enjoyed as a standalone breakfast or complimented with additional toppings such as bananas or nuts. It can be enjoyed alongside fruit, milk and water as part of a nutritious breakfast, with high fibre, five vitamins and iron to unlock families’ morning energy*.
Later this month, Nestlé will also launch a new functional benefits range to the Shredded Wheat portfolio: Happy Heart and Active.
With consumers increasingly focussed on their health, Shredded Wheat’s new benefit-led range combines the goodness of wholegrain wheat with added minerals & vitamins to support healthy ageing, without compromising on taste.
Happy Heart has been formulated to help consumers looking to support their heart health**. Topped with raspberry and nuts, it offers a delicious breakfast option that’s high in fibre and vitamin B1, and low in saturated fat and salt.
Active is topped with pumpkin seeds and nuts and has been developed to support muscles and bone health***. It provides a tasty breakfast choice that’s a source of calcium and vitamin D, and is high in fibre and low in salt.
The launch follows several years of strong growth for Shredded Wheat and coincides with the brand’s 100th anniversary in the UK, building on a century of production in the South of England since 1926.
Both Shredded Wheat and Shreddies are produced at Nestlé's cereals factory in Staverton, Wiltshire, reflecting the company's long-standing commitment to British manufacturing.
Sarah Fordy, Head of Marketing, Nestlé Cereals UK & Ireland, said:
"We’re delighted to be expanding two of Britain’s best-loved cereal brands. Shreddies Peanut Butter flavour brings a delicious new twist to our iconic wholegrain squares, while our new Shredded Wheat Happy Heart and Active cereals show that more nutritious breakfast choices can be both incredibly tasty and supportive of people's health and wellbeing. As we celebrate Shredded Wheat’s 100-year manufacturing anniversary in the UK, these launches demonstrate our continued efforts to evolve our cereals portfolio to meet changing consumer preferences."
Shreddies Peanut Butter flavour is available in select retailers from 12 August, while Shredded Wheat Happy Heart and Shredded Wheat Active will be available from 24 August.
*Shreddies is a source of iron which contributes to normal energy-yielding metabolism. Enjoy as part of a healthy diet and lifestyle.
**Shredded Wheat Happy Heart is high in vitamin B1 and low in saturated fat and salt. Vitamin B1 contributes to the normal function of the heart. Reducing consumption of saturated fat contributes to the maintenance of normal blood cholesterol levels. Reducing consumption of salt contributes to the maintenance of normal blood pressure. Enjoy as part of a healthy diet and lifestyle.
***Shredded Wheat Active is a source of vitamin D and calcium which contribute to normal muscle function and normal bones.
^Source: Dunnhumby Cross Shop Analysis and Profile by 5 Families l L52Wks to 16th June 2024
