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Shreddies are Tickled Pink for Breast Cancer Awareness

A box of Shreddies cereal with pink packaging in front of a white background.
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Nestlé Cereals’ limited edition Shreddies has gone pink to support Asda’s "Tickled Pink” campaign for Breast Cancer Awareness month. The limited-edition version of its popular Shreddies Raspberry & White Chocolate flavour cereal has turned its box pink for the supermarket’s long running charity partnership.  

The campaign aims to raise funds for breast cancer charity partners: Breast Cancer Now and CoppaFeel! And, in addition to the limited-edition launch, Nestlé Cereals will donate more than £30,000 to the charity partners.

Hitting the shelves in time for Breast Cancer Awareness Month in October, the packs will be exclusively available in Asda, feature a completely pink box, and the iconic bright pink Tickled Pink logo. However, consumers will have to be quick if they want to pick up a limited-edition box – as when it’s gone, its gone!    

Sarah Fordy, Head of Marketing, Cereal Partners UK – makers of Nestlé Cereals in the UK, said: "As a business we’re passionate about making a positive difference to the communities in which we live and work, which is why we were thrilled to be given the opportunity to once again offer our support to Asda’s Tickled Pink campaign. Providing crucial funding for both research and support for those impacted by the disease, the longstanding campaign has helped thousands of people while raising awareness of the importance of checking breast areas.   

“Through the launch of our delicious, limited edition Tickled Pink x Shreddies White Chocolate and Raspberry cereal, we aim to play a part in educating consumers on the importance of Tickled Pink’s mission, while we hope our monetary donation will also go some way to helping Breast Cancer Now and CoppaFeel! with their research and charitable initiatives in this area.” 

The Nestlé Cereals and Tickled Pink partnership marks the second time the two organisations have come together – having previously collaborated in 2019 on a special edition Cheerios box for the cause.