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Cereal Partners UK team up with charity to encourage eating whole grains

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Cereal Partners UK has announced it is teaming up with HEART UK, the UK's only cholesterol charity, to promote the consumption of whole grain for International Whole Grain Day (November 16th, 2021).

The charity will share whole grain cereal recipes featuring Nestlé's newest non-HFSS (non-high in fat, sugar and salt) product - Cheerios Vanilla O's - as well as Shredded Wheat Bitesize, Shredded Wheat Big Biscuit and Shreddies The Simple One, to highlight new, tasty and convenient ways consumers can incorporate more whole grain into their diets.

Whole grain is recommended as part of a healthy and balanced diet by the UK Government Eatwell Guide and World Health Organisation due to its high fibre content. Yet, research suggests most Brits are not currently getting enough fibre in their diets.

As part of the month-long collaboration, Cereal Partners UK will be running a competition on the HEART UK website during November, offering three families the chance to win a year's supply of Nestlé whole grain cereals.

Toby Baker, Regional Marketing Director for Cereal Partners Worldwide, said: "At Cereal Partners UK, we have always believed in the power of whole grain and are delighted to be working with HEART UK to help increase awareness of its nutritional value in the run up to International Whole Grain Day. Breakfast cereal consumption is a really simple and affordable way to increase whole grain in your diet, and we are proud to be raising awareness of this fact through our online competition and delicious whole grain cereal recipes throughout November.

"International Whole Grain Day is a key date in our business' diary, and we are committed to encouraging people to adopt a healthier lifestyle. Since 2003 we have taken significant steps to increase the whole grain content in our cereals, as well as making it easier for our consumers to know which of our cereals contain whole grain as the number one ingredient through our green banner labels. Now, all our cereals with the green banner have whole grain as the number one ingredient."

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International Whole Grain Day is an annual event which aims to celebrate the benefits of whole grain and encourage increased consumption of whole grains as part of a healthy and sustainable diet.

Lynne Garton, Dietetic Adviser, at HEART UK, said: "We are excited to team up with Cereal Partners UK to promote the benefits of whole grain as part of a balanced diet. People that consume higher levels of whole grain have a lower risk of cardiovascular disease and a reduced risk of health problems such as stroke and type 2 diabetes than those that eat less whole grain.

"We want to raise awareness of the simple dietary and lifestyle changes that people can make to keep their cholesterol levels and heart healthier, and working with Cereal Partners UK has given us the perfect opportunity to share nutritious high-fibre recipes that can help make a positive difference to people's lives."

More details about the collaboration, competition and activities running throughout November can be found here: https://bit.ly/2XSMoia