Nestlé Cereals today announced a partnership with Public Health England (PHE) for its latest Change4Life’s campaign, which is asking parents to “Make a swap when you next shop”.
With children consuming around 2,800 excess sugar cubes per year, parents are being encouraged to make healthier swaps to everyday products, such as breakfast cereals, to help tackle growing rates of childhood obesity.
The partnership will see a number of Nestlé’s much-loved brands - including Shredded Wheat (Original & Bitesize) and Less than 5% Sugar Oat Cheerios - displaying the ‘Good Choice’ badge online and across advertising between January and March, to help parents choose healthier options for their children.
Toby Baker, Marketing Director UK & Australia, Nestlé Cereals, said:
“We are delighted to be partnering with the very successful Change for Life campaign. The ‘Good Choice’ badge which shoppers will see alongside Shredded Wheat and Low Sugar Cheerios, is designed to help families make more informed choices when buying breakfast cereal for their family.
“This builds on a number of changes we’ve already made to educate consumers, including the introduction of clear portion guidance that differentiates between adult and child portions as well as colour-coded front of pack labelling.”
Nestlé Cereals has been reformulating for more than a decade, reducing sugar and salt while increasing levels of whole grain. Compared with 2003 levels, Nestlé Breakfast cereals sold in 2017 contained 508 million fewer teaspoons of sugar and since 2010, we have reduced average sugar content by 15%.
In addition, every Nestlé cereal with the green banner now contains at least eight grams of whole grain per serving and has whole grain as the number one ingredient with the majority high in fibre.
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 helps 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 4,600 employees, 17 factories, four R&D centres and sales teams in more than 130 markets.