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ParalympicsGB and Nestlé Cereals UK join forces to launch new campaign to support Tokyo 2020 Games and inspire families to get more active

  • New campaign will celebrate physical activity and encourage UK families to get more active
  • 2020 will see new on pack design for eight Nestlé Breakfast Cereal favourites and ParalympicsGB athletes, including Will Bayley, get involved for a great start to the day
  • Top tips on fitness and prize giveaways will feature, with a top prize of tickets to attend the Games in Tokyo

Today, ParalympicsGB and Nestlé Cereals UK launch a new campaign and partnership to inspire more families to feel the physical and mental benefits of living a more healthy and active lifestyle.

Taking inspiration from the amazing ParalympicsGB team, the campaign will share top tips on how to keep fit and remind UK households of the importance of a nutritionally balanced breakfast.

The partnership will see Nestlé Cereals UK give its backing to four of the Games’ most popular sports: athletics, table tennis, cycling and powerlifting, with athletes, including former Strictly Come Dancing star Will Bayley, joining in campaign activity to encourage UK families to get fit.

The campaign comes as latest NHS Health Survey for England shows that 27% of adults say they do less than 30 minutes of moderate or vigorous physical activity per week and are therefore classified as ‘inactive’1.

A full programme of exciting activity is planned in the lead-up to the Games and beyond and will be activated across a range of retail and out of home channels. It will include new on pack design for eight Nestlé Cereals household favourites, including Cheerios, Shredded Wheat and Shreddies, and competitions for a suite of prizes that will help UK households get sporty.

At the top of the prize league table will also be tickets to attend the Paralympic Games, which start on 25 August.

ParalympicsGB logo

Will Bayley MBE, Rio 2016 table tennis gold medallist, said: “I am delighted to be part of the collaboration between Nestlé Cereals and ParalympicsGB. It's such an exciting year with Tokyo just around the corner and I really hope this campaign inspires people to get up and get active!”

Mike Sharrock, CEO of the British Paralympic Association, said: “As we build towards Tokyo 2020 we are delighted to be working with Nestlé Cereals UK on such an ambitious campaign which we believe can have a positive impact on the whole nation.

“The Paralympic movement is all about celebrating inclusivity and what people can achieve when given the opportunity and this exciting new partnership will bring families together and encourage them to feel the enormous benefits of leading more active lives.”

Toby Baker, Regional Marketing Director Nestlé Cereals UKA said: “In our new partnership with ParalympicsGB we hope to inspire UK households to get up, get active and eat well for a healthier lifestyle. In 2020, our terrific team of Paralympians will be showing us the way and we want everyone to take notice, starting at the breakfast table!”

The ParalympicsGB team will feature around 250 athletes competing in up to 19 different sports at the Tokyo 2020 Paralympic Games which run from 25 August to 6 September. At the Rio 2016 Paralympic Games the team captured the imagination of the nation as they finished second in the overall medal table with a superb 147 medals including 64 gold.


1NHS, Health Survey for England 2018,