Nestlé Cereals launches new Shreddies variant

Nestlé Cereals has announced the launch of Shreddies The Simple One, its new breakfast cereal made using just four simple ingredients and containing less than 5% sugar.

Designed for health-conscious consumers, the product is made with whole grain wheat, fruit puree, date syrup and a pinch of salt. It is a non-HFSS (high in fat, sugar or salt) product, contains no refined sugar and is free from artificial colours and flavours.

Shreddies The Simple one is all green under the government’s nutritional traffic light labelling scheme and has whole grain as the number one ingredient in alignment with the rest of the Shreddies range.

“We know that consumers are looking to eat more healthily, especially following the pandemic. Shreddies The Simple One is an exciting new addition to the breakfast table that caters to growing demand, with a delicious taste consumers will love. With increased interest in low sugar options, it offers retailers an opportunity to appeal to new consumers while driving sales,” said Toby Baker, Regional Marketing Director UKA – Nestlé Cereals.

“The launch of Shreddies The Simple One also marks a milestone in our promise to make breakfast better. While we are on an ongoing reformulation journey, having reduced average sugar in our products by 20.6 per cent since 2010, this launch highlights our new innovative approach to NPD, in which we are not just reducing negative nutrients, but starting with less – just four ingredients in this case. Being a non-HFSS and all green traffic light product, it also supports our wider commitment to ensuring the majority of our cereals are non-HFSS by the end of 2021.”

The Shreddies brand saw an 8 per cent increase in its volume sales and 10 per cent increase in value sales in 2020, compared to 2019.