Nestlé Cereals is expanding its Shreddies and Shredded Wheat portfolios with three new products targeting flavour, health and functional benefits.
Shreddies Peanut Butter flavour launches in selected retailers from 12 August, bringing the popular flavour trend to the brand’s wholegrain cereal squares. The 580g pack combines peanut butter flavour with Shreddies’ malty wholegrain squares and is positioned as a high-fibre breakfast option containing five vitamins and iron.
Nestlé said the launch taps into the popularity of peanut butter, with Dunnhumby data showing that 38 per cent of Shreddies customers also purchase peanut butter. The cereal has a recommended selling price (RSP) of £3.50.
Later in August, the company will add two benefit-led products to its Shredded Wheat range – Happy Heart and Active. Both will be available from 24 August in 450g packs, with an RSP of £3.75.
Shredded Wheat Happy Heart is topped with raspberry and nuts and has been formulated for consumers looking to support heart health. It is high in fibre and vitamin B1, while being low in saturated fat and salt.
Shredded Wheat Active, meanwhile, is topped with pumpkin seeds and nuts and is designed to support muscle and bone health. It is a source of calcium and vitamin D, as well as being high in fibre and low in salt.
The launches come as Shredded Wheat celebrates its 100th anniversary in the UK. Nestlé said the brand has been manufactured in the South of England since 1926, while both Shredded Wheat and Shreddies are currently produced at its cereals factory in Staverton, Wiltshire.
Sarah Fordy, Head of Marketing at Nestlé Cereals UK & Ireland, said the new products demonstrated the company’s efforts to evolve its cereals portfolio in line with changing consumer preferences.
“We’re delighted to be expanding two of Britain’s best-loved cereal brands,” she said. “Shreddies Peanut Butter flavour brings a delicious new twist to our iconic wholegrain squares, while our new Shredded Wheat Happy Heart and Active cereals show that more nutritious breakfast choices can be both incredibly tasty and supportive of people's health and wellbeing.”
Nestlé said the launches follow several years of strong growth for Shredded Wheat and form part of its continued focus on offering consumers new breakfast choices.