• SHREDDIES® The Honey One is categorised as non-HFSS and contains whole grain as the number one ingredient
  • The launch follows Nestlé Cereals announcement that it has removed an estimated 59 million teaspoons of sugar and 3 million teaspoons of salt from its products since 2003
  • SHREDDIES® The Honey One will be on shelf from January 2022 

Nestlé Cereals has added another non-HFSS (non-high in fat, salt or sugar) cereal to its growing portfolio with the launch of SHREDDIES® The Honey One, a delicious new breakfast cereal made with real honey.

SHREDDIES® The Honey One takes the total up to 24 Nestlé Cereals brands so far which are classified as non-HFSS according to the UK Government’s nutrient profiling model, in line with the business’ long-term commitment to improving the nutritional value of its products.

Honey-flavoured cereals have proved to be a popular choice for consumers in recent years, with figures showing that the flavour has seen an increase in value sales of 14.5% since 2019[1] making honey-flavoured cereals the second most popular flavour segment in the ready-to-eat cereal category.[2]

The newest addition to the family favourite brand will offer consumers a tasty, high-fibre breakfast option that has whole grain as the number one ingredient (84.7% whole grain), is fortified with vitamins and iron and contains no artificial colours or flavours.

With UK dietitians recommending adults consume an average of 30g of fibre per day, choosing breakfast options that contain whole grain is an easy way for consumers to increase fibre intake.[3]

The latest product launch also follows the cereal giant’s announcement that it has removed an estimated 59 million teaspoons of sugar and 3 million teaspoons of salt from its products since 2003, as it continues its staggered ‘salami slice’ approach to reformulating its cereals while maintaining the same great taste.

Toby Baker, Regional Marketing Director UKA – Nestlé Cereals, said: “At Nestlé Cereals we’ve been committed to improving the nutritional profile of our cereals and making breakfast better for over 18 years. The launch of SHREDDIES® The Honey One, which is categorised as non-HFSS and contains whole grain as the number one ingredient, further demonstrates our commitment to doing just that.

We also know that consumers – and particularly families with children – are increasingly looking for better breakfast options that don’t compromise on taste. SHREDDIES® The Honey One offers retailers the perfect opportunity to cater to this growing demand and drive sales, as not only is it a non-HFSS product, it also tastes great and is made with real honey – one of the most popular flavours for cereal.”

SHREDDIES® The Honey One will be available on shelf at ASDA, Morrison’s, Waitrose and Ocado from 26th January 2022 and will be supported by in store activations across supermarkets and pulsed throughout the year in selected convenience stores.

[1] IRI – Honey vs RTEC growth 52 w/e 1 Jan 22, Value sales % change vs 2 YA

[2] Kantar, 52 w/e 31 Oct 21, Actual spend, total market

[3] https://www.bda.uk.com/resourceDetail/printPdf/?resource=wholegrains

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