Shredded Wheat has launched a special edition pack featuring the Union Jack Flag to showcase its breakfast classic being made with 100% British whole grain wheat.
The new pack design also emphasises the Nestlé Wheat Plan – proudly supported by Nestlé Cereals, the makers of Shredded Wheat – which launched in 2022 to support British wheat farmers with the adoption of regenerative agriculture practices.
These include practices like cover cropping which protects water quality and ensures the soil isn’t left bare and vulnerable to erosion, reduced cultivation to keep soils healthier and reduce CO2 losses to the atmosphere, or planting hedgerows which creates new habitats for biodiversity, captures carbon from the atmosphere, and absorbs moisture from soil in wet weather. Starting with a focus on Shredded Wheat, Nestlé Cereals has formed partnerships with a number of wheat farmers under The Nestlé Wheat Plan which also supports Nestlé’s wider commitment to achieve zero net greenhouse gas emissions by 2050.
To coincide with many consumers having a healthy start to 2024, the new limited-edition pack also showcases Shredded Wheat’s nutritional attributes, boasting high fibre; low in salt, sugar and saturated fat; and no artificial colours or flavourings.
Sarah Fordy, Head of Marketing for Cereal Partners UK, said: “The new limited edition Shredded Wheat packaging showcases what makes the brand so great – a healthy* breakfast cereal that shoppers can trust made with 100% British whole grain wheat. We are working with British wheat farmers to help them transition to regenerative agricultural practises under the Nestlé Wheat Plan.
“The new design really stands out on-shelf and it clearly communicates the great benefits that Shredded Wheat can offer consumers.”
The new-look packs of Shredded Wheat will feature across Original and Bitesize variants from January – March 2024 and can be found in all major UK grocery and convenience retailers.
Information
*Shredded Wheat is low in saturated fat. Reducing consumption of saturated fat contributes to the maintenance of normal blood cholesterol levels. Enjoy as part of a healthy diet and lifestyle.
About Cereal Partners
Cereal Partners UK (CP UK) is the UK operation of Cereal Partners Worldwide. Cereal Partners Worldwide (CPW) is a leading global breakfast cereal company and the maker of Nestlé Cereals, including favourites such as Nesquik, Shredded Wheat, Cheerios and Shreddies. With more than 50 brands to suit all ages and lifestyles, CPW strives to make convenient and tasty cereals that help people start their day.
Established in 1990, CPW is a long-standing partnership between Nestlé and General Mills, bringing together the world-class capabilities of both companies. Headquartered in Switzerland, CPW has a strong global network with 4,000 employees, 15 production facilities and sales teams in more than 130 markets.