Produced by the Swiss firm’s cereals division, the Shreddies Peanut Butter flavour and Shredded Wheat Happy Heart and Active products are hitting UK shelves this month.
Through these new cereal varieties, Nestlé is actively targeting the growing demand for healthier, functional food products from an increasingly health-conscious British consumer base.
Accordingly, the manufacturer says Shreddies Peanut Butter will be high in fibre and iron and will also contain five vitamins.
Shredded Wheat’s new Happy Heart and Active varieties contain added minerals and vitamins designed to support healthy ageing, according to Nestlé.
Happy Heart has been designed to help consumers looking to support their heart health and includes high fibre content and vitamin B1, while being low in saturated fat and salt. The cereal is topped with raspberry and nuts.
Active, topped with pumpkin seeds and nuts, has been developed to support muscle and bone health and contains calcium and vitamin D. It is high in fibre and low in salt.
Healthy ageing drives demand
This latest foray into functional cereals by Nestlé mirrors a growing public focus on healthy ageing and longevity, with data from research partner Lumina Intelligence highlighting it as the second most important global health goal behind sleep among consumers worldwide.
Behind healthy ageing and sleep, the leading global health concerns were achieving a healthier weight, improving immunity, and supporting mood and mental health.
As a result, Lumina’s research suggests that 83% of consumers worldwide now purchase foods with added benefits, illustrating strong demand for functional ingredients.
Vitamins are the most commonly purchased functional ingredient, followed by fibre and minerals, all of which form key parts of Nestlé’s health claims for its three new cereal products.
Sarah Fordy, head of marketing, Nestlé Cereals UK & Ireland, said: “We’re delighted to be expanding two of Britain’s best-loved cereal brands.
“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.”
She continued: “As we celebrate Shredded Wheat’s 100-year manufacturing anniversary in the UK, these launches demonstrate our continued efforts to evolve our cereals portfolio to meet changing consumer preferences.”
The launch coincides with Shredded Wheat’s 100th anniversary of manufacturing in the UK. Both brands are produced at Nestlé’s cereals factory in Staverton, Wiltshire.
Shreddies Peanut Butter is available from 12 August, while Shredded Wheat Happy Heart and Active will be available from 24 August.
