Nestlé's Shredded Wheat is hoping to reverse a 10% slump in sales with a new fruity range.
Superfruity Shredded Wheat rolls out later this month and consists of bitesize Shredded Wheat filled with a blend of fruits.
Available in raspberry, strawberry & cranberry and blackberry, blackcurrant & blueberry which is boosted with 'added antioxidant' the extension will sit alongside Fruitful Shredded Wheat, with "significant" marketing and television support later this year.
"We firmly anticipate Superfruity will appeal to a new generation of Shredded Wheat eaters," said spokesman Phil Toms.
Sales of Shredded Wheat dropped 10.3% to £43m last year [Nielsen] after consumers switched to hot cereals.
Superfruity Shredded Wheat rolls out later this month and consists of bitesize Shredded Wheat filled with a blend of fruits.
Available in raspberry, strawberry & cranberry and blackberry, blackcurrant & blueberry which is boosted with 'added antioxidant' the extension will sit alongside Fruitful Shredded Wheat, with "significant" marketing and television support later this year.
"We firmly anticipate Superfruity will appeal to a new generation of Shredded Wheat eaters," said spokesman Phil Toms.
Sales of Shredded Wheat dropped 10.3% to £43m last year [Nielsen] after consumers switched to hot cereals.
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