In 2018, Nestlé Cereals launched its Breakfast to Go range, the first packaged cereal and milk solution, to help busy Brits enjoy tasty breakfast cereal on-the-go. From today, it will be available in the fridges of WHSmith in most airports, train stations and hospitals across the country – a new outlet to complement existing availability in Co-op and Nisa stores.

More than one in ten (15%) adults in the UK eat breakfast at work or on-the-go, rising to almost a quarter (24%) of those aged 25-34 and one fifth (21%) of those aged 35-44, according to research by Nestlé Cereals[1].

The handy packs come in a choice of two popular cereals: Shreddies® or Shredded Wheat® Honey & Nut. Containing a pot of cereal, milk and a spoon, Breakfast to Go is designed to be a simple and convenient way for consumers to enjoy some of their favourite cereals at work and on-the-go.

Indeed, the products have been designed to meet the rising trend towards out-of-home breakfasts in the UK. Brits spent £5 billion on out-of-home breakfasts in 2017, with the average person eating breakfast on-the-go at least once a week spending about £2.30 each time, according to research by Kantar Worldpanel[2].

While half of in-home breakfasts feature cereal, just 1 in 20 occasions out of home breakfasts feature cereal due to lack of options[3].

Gharry Eccles, Vice President UK & Australia Nestlé Cereals, said:

“With life getting busier and busier, time-poor Brits are racing to get out the door during the morning rush. With breakfast being the most important meal of the day, we want to make their lives easier by providing a tasty on-the-go breakfast cereal option. The Breakfast to Go products have everything you need to enjoy a bowl of one of your favourite cereals, anywhere, anytime. You can also add fruit and a glass of water, and you have a balanced and tasty breakfast.

“We’re delighted that it will now be available in WHSmith fridges up and down the country, in airports, train stations and hospitals where people are most likely to be on the lookout for a nutritious, tasty and convenient breakfast.”

Each handy pack contains:

  • 45g of cereal in a pot
  • 189ml carton of semi-skimmed UHT milk
  • A spoon

Nestlé Cereals is making breakfast better by providing tasty and convenient breakfast cereals for individuals and families. Every cereal that carries the green banner has whole grain as the number one ingredient. The card and sleeve of Breakfast to Go can be separated and recycled, with the milk carton widely recycled at recycling points, check locally kerbside.

[1] Censuswide conducted the research on behalf of Nestlé Cereals, surveying 2,095 UK adults between October 3, 2017 and October 9, 2017

[2] Kantar Worldpanel Breakfast Out of Home ‘How we buy and consume on the go’ study, March 2018.

[3] Kantar Worldpanel Breakfast Out of Home ‘How we buy and consume on the go’ study, March 2018.

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