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 but with no compromise on taste.
Made with whole grain wheat, fruit puree, date syrup and a pinch of salt, SHREDDIES® The Simple One has been designed for health-conscious consumers looking for a tasty start to the day. 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. With the UK’s recommended average fibre intake for adults sitting at 30g per day, choosing breakfast cereals containing whole grain is an easy way to increase fibre intake. 
Toby Baker, Regional Marketing Director UKA – Nestlé Cereals, said: “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.”
“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% 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 launch of SHREDDIES® The Simple One follows a successful year for the SHREDDIES® brand, which saw an 8% increase in its volume sales and 10% increase in value sales in 2020, compared to 2019.
SHREDDIES® The Simple One is now available in Waitrose, Ocado, Tesco and Sainsbury’s, with other retails to follow soon.
 IRI Total Grocery 52 w/e Nov. 28th, 2020