- A new study shows almost 6 in 10 (57%) adults embracing healthy ageing feel freer than ever to pursue new adventures
- Despite prioritising their health and wellness, 1 in 5 (21%) still ignore their morning nutrition, creating a major blind spot for millions
- Shredded Wheat launches its new Happy Heart* and Active** cereal range to support these health goals
- TV presenter, Michaela Strachan, hopes to inspire with '50 Ways to Live the Life You Love' guide
Refusing to slow down, Brit’s embracing healthy ageing are actively prioritising their health, taking charge of their future and redefining what healthy ageing means. To inspire this generation, Shredded Wheat has partnered with much loved TV presenter, adventurer and fitness fan, Michaela Strachan, alongside Holistic Trainer, Chris Sancha, to launch 50 Ways to Live the Life You Love - a guide encouraging adults to embrace new hobbies, stay active and seek out everyday adventures.
The launch follows a new study from Shredded Wheat revealing a major shift in how the generation redefining ageing use their time, with nearly 3 in 5 (57%) stating they now have the freedom to explore new pursuits. Beyond family time, physical activities such as hiking and climbing (47%) emerged as the top passions, followed by travelling (41%) and artistic pursuits (19%). Making time for these hobbies boosted wellbeing, leaving respondents feeling more focused (46%), independent (40%) and less stressed (39%).
To help people turn this appetite for new experiences into action, the guide offers accessible ideas across four categories designed to spark connection, creativity, energy and challenge:
- Get moving: Ideas to move your body and try new sports, from testing your balance with standup paddle boarding to resetting your nervous system with Tai Chi.
- Get Social: Activities focused on building connections and making memories from taking to the stage at an improv comedy class to hitting the dance floor with salsa.
- Get Challenging: Thrill-seeking experiences to step outside your comfort zone, from skydiving to taking on a solo international trip.
- Get Creative: Pursuits to unleash self-expression and learn new skills, ranging from mastering barista level latte art to taiko drumming.
While this generation is taking a hands-on approach to healthy ageing, with those surveyed exercising regularly (51%) and taking supplements (39%), research shows that breakfast remains a blind spot. Despite the common belief that a good start to the day sets you up well, a surprising 1 in 5 (21%) of those surveyed give little to no thought to morning nutrition. In fact, a quarter (25%) have eaten the exact same breakfast for 16 years or more. The breakfast moment provides a convenient opportunity for those embracing healthy ageing to diversify their daily nutrition to support the priorities that matter to them, such as heart health (52%), bone health (35%) and muscle function (33%).
With over half of respondents (54%) ready to upgrade their breakfast to support their health priorities, and 9 in 10 (91%) refusing to compromise on taste, Shredded Wheat is helping adults to navigate mornings effortlessly with its new functional benefit range:
Shredded Wheat Happy Heart*: Formulated to help consumers looking to support their heart health. With a raspberry and nut topping, it offers a delicious breakfast option that’s high in fibre and vitamin B1, and low in saturated fat and salt.
Shredded Wheat Active**: Developed for consumers looking to support muscle and bone health and topped with pumpkin seeds and nuts, active provides a tasty breakfast choice that is a source of calcium and vitamin D, and is high in fibre, low in salt.
Michaela Strachan, campaign ambassador and television presenter, said:
"For me, this stage of life shouldn't be about slowing down, it’s about staying curious and gearing up for the next adventure or experience. We’re never too old for “first times” and I love the idea of inspiring people to try something new with the 50 Ways to Live the Life You Love compiled with Shredded Wheat. The list has so many ideas to help you get out there and live life to the fullest and I'm delighted to help launch it.
“Looking after yourself is about the everyday choices you make and starting the day with a balanced breakfast can help set us up best to pursue our passions, whether that’s getting active on the ice, or relaxing and enjoying a sauna session.”
Sarah Fordy, Head of Marketing, Shredded Wheat UK & Ireland, added:
“Our research shows that adventure-seeking adults have clear health goals, whether that’s staying active or maintaining heart, bone and muscle health, and we believe breakfast can play a simple but important role in supporting these goals. With our new functional benefits range, we're making it easier than ever for adults to make their breakfast count, support the health priorities that matter to them and pursue the things they love to do.”
The full 50 Ways to Live the Life You Love list is available to view here.
