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New Shreddies flavour hits supermarkets


Nestlé Cereals has added another non-high in fat, salt or sugar cereal to its portfolio with the launch of Shreddies The Honey One, made with real honey.

Honey-flavoured cereals have proved to be a popular choice for consumers in recent years, with figures showing that the flavour has seen an increase in value sales of 14.5% since 20191 making honey-flavoured cereals the second most popular flavour in the cereal category.2

The new flavour offers Shreddie-lovers a high-fibre breakfast which has whole grain as the number one ingredient (84.7% whole grain), is fortified with vitamins and iron and contains no artificial colours or flavours.

Toby Baker, Regional Marketing Director UKA - Nestlé Cereals, said: "At Nestlé Cereals we've been committed to improving the nutritional profile of our cereals and making breakfast better for over 18 years. The launch of Shreddies The Honey One, which is categorised as non-HFSS and contains whole grain as the number one ingredient, further demonstrates our commitment to doing just that.

“We also know that consumers - and particularly families with children - are increasingly looking for better breakfast options that don't compromise on taste. Shreddies The Honey One offers retailers the perfect opportunity to cater to this growing demand and drive sales, as not only is it a non-HFSS product, it also tastes great and is made with real honey - one of the most popular flavours for cereal."

Shreddies The Honey One are available on shelf at ASDA, Morrison's, Waitrose and Ocado now.

IRI - Honey vs RTEC growth 52 w/e 1 Jan 22, Value sales % change vs 2 YA
2 Kantar, 52 w/e 31 Oct 21, Actual spend, total market