Cereal Partners UK (CPUK) has announced the launch of its new Organic Honey and Chocolate CHEERIOS®, available exclusively in Waitrose from 13th January 2021.

The product marks CHEERIOS® UK’s entrance into the UK’s organic market, with the certified organic cereal 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 boldly displays CPUK’s signature green banner indicating whole grain is the number one ingredient.

Toby Baker, Regional Marketing Director UKA – Nestlé Cereals: “Given that £200m a month is now spent on organic food and drink in the UK[1]it’s clear that sustainably conscious consumers are looking for products that are good for our planet. 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.” 

As well as launching its new organic product, CHEERIOS® UK has also 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 will support the protection of 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 through consumer activations throughout the year, providing opportunities for families across the UK to join CPUK in helping to protect vital feeding grounds for bees.

Toby Baker added: “We are excited to partner with The Bee Friendly Trust, and to be playing our part in protecting the homes of honeybees and the vital role they play in our ecosystem.” 

Organic CHEERIOS® has been certified by Ecocert and licensed to be stored and sold in the UK by the Soil Association, the UK’s leading membership charity campaigning for healthy, humane and sustainable food, farming and land use. The product will be available in 6 x 330g. RRP is at the sole discretion of the retailer. Organic Honey Chocolate Cheerios will also be available in Sainsburys in May 2021.

[1]Soil Association Certification’s annual Organic Market Report 2020

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