Nestlé is targeting health-conscious shoppers with two new functional cereals under its Shredded Wheat brand.
Happy Heart and Active (rsp: £3.75/450g) were developed in response to consumers becoming increasingly focused on their health, according to Nestlé.
The cereals, which are high in fibre and low in salt, combine bite-sized Shredded Wheat with added vitamins and minerals to “support healthy ageing without compromising on taste”, it said.
Topped with raspberries and nuts, Happy Heart is aimed at consumers looking to support their heart health. It is high in vitamin B1 and low in saturated fat.
Active, meanwhile, contains pumpkin seeds and nuts and has been formulated to support muscle and bone health. It is a source of calcium and vitamin D.
The cereals will hit Morrisons on 24 August, before rolling out in Tesco, Sainsbury’s, Waitrose and Ocado in the coming weeks.
Nestlé has also launched Shreddies Peanut Butter in Sainsbury’s this week (rsp: £3.50/580g), with Morrisons and Ocado set to stock the cereal soon.
It is high in fibre and contains five vitamins and iron.
The NPD responded to the growing popularity of peanut butter, said Nestlé, noting that 38% of Shreddies shoppers also buy the spread [Dunnhumby 52 w/e 16 June 2024].
“Shreddies Peanut Butter 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,” said Sarah Fordy, head of marketing at Nestlé Cereals UK&I.
“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.”
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