Nestlé and Cereal Partners launch new organic Cheerios line

By Rod Addy

- Last updated on GMT

Organic Cheerios has been certified by Ecocert
Organic Cheerios has been certified by Ecocert

Related tags Ambient Npd Ingredients & nutrition

Cereal Partners UK is to launch Nestlé's first UK organic Cheerios variant, Organic Honey and Chocolate Cheerios, in Waitrose stores from 13 January 2021 and in Sainsbury's stores in May.

The certified organic cereal is made using organic honey hoops, from five organically-farmed whole grains, and chocolate cereal pieces. All ingredients are sourced from farmers following organic farming practices, while the product also displays Cereal Partners UK's (CPUK’s) signature green banner, indicating whole grain is the prime ingredient. 

Given that £200m a month is now spent on organic food and drink in the UK ​[according to the Soil Association Certification’s annual Organic Market Report 2020], it’s clear sustainably conscious consumers are looking for products that are good for our planet," ​said Toby Baker, regional marketing director, UK and Australia – Nestlé Cereals. "This growing interest has intensified during the pandemic, with many families placing greater emphasis on leading better lifestyles, focused on wellbeing and sustainability.

“As a business, our promise is to make breakfast better as well as doing our bit to help protect the planet. Our breakfast cereals already come in packaging specially designed for a lower environmental impact, with cereal boxes that can be easily recycled. The launch of Cheerios UK’s first organic cereal is yet another milestone in our own journey, which will also help meet growing consumer demand for organic products.”

Protecting honeybees

As well as launching its first UK organic product, Cheerios UK has announced a new partnership with The Bee Friendly Trust, a charity dedicated to creating habitats for honeybees and pollinators to thrive. Through the partnership, CPUK aims to help protect the UK honeybee population, whose natural habitats are increasingly in danger.

Cheerios UK will be raising awareness of The Bee Friendly Trust and its work, providing opportunities for families across the UK to join CPUK in helping to protect vital feeding grounds for bees. 

Organic Cheerios has been certified by Ecocert and licensed to be stored and sold in the UK by the Soil Association charity, the UK’s leading membership charity campaigning for healthy, humane and sustainable food, farming and land use. The product will be available in boxes of six 330g packs. Recommended retail price is at the sole discretion of the retailer.

Cereal Partners

CPUK is the UK operation of Cereal Partners Worldwide (CPW), which is a global breakfast cereal company and the maker of Nestlé Cereals, including Nesquik, Shredded Wheat, Cheerios and Shreddies, boasting more than 50 international brands.

Established in 1990, CPW is a partnership between Nestlé and General Mills. Headquartered in Switzerland, CPW has a strong global network with 4,000 employees, 15 production facilities and sales teams in more than 130 markets.

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