The cereals division of the Swiss company Nestlé is introducing the Shreddies Peanut Butter flavor and the Shredded Wheat Happy Heart and Active varieties to the UK market this month.
With these new offerings, Nestlé aims to meet the rising demand for healthier, functional food options among the increasingly health-aware British consumers. The company asserts that Shreddies Peanut Butter will be rich in fiber and iron and fortified with five essential vitamins.
The new Happy Heart and Active options from Shredded Wheat feature added vitamins and minerals intended to promote healthy aging, as stated by Nestlé. Happy Heart is designed for those looking to support cardiovascular health, boasting a high fiber content along with vitamin B1, while remaining low in saturated fat and salt. This cereal is complemented by toppings of raspberries and nuts.
On the other hand, the Active variety, topped with pumpkin seeds and nuts, is specifically created to enhance muscle and bone health, containing both calcium and vitamin D. It also has a high fiber content and is low in salt.
As Nestlé embarks on this new venture into functional cereals, it aligns itself with a growing trend centered on healthy aging and longevity. Research conducted by Lumina Intelligence highlights healthy aging as the second most important health priority for consumers globally, just behind sleep.
Other significant health concerns include maintaining a healthy weight, boosting immunity, and enhancing mood and mental wellness. Notably, Lumina’s findings indicate that 83% of global consumers are now buying food products with added health benefits, signaling strong interest in functional ingredients.
Among the most sought-after functional components are vitamins, followed by fiber and minerals, all of which are integral to the health claims associated with Nestlé’s latest cereal products.
Sarah Fordy, head of marketing for Nestlé Cereals in the UK and Ireland, expressed enthusiasm about broadening the offerings of two beloved cereal brands. “We’re delighted to be expanding two of Britain’s best-loved cereal brands.
“Shreddies Peanut Butter flavor introduces a tasty new twist to our iconic wholegrain squares, while our Shredded Wheat Happy Heart and Active cereals prove that nutritious breakfast choices can be both delicious and beneficial to health and wellbeing,” she commented.
Fordy added, “As we celebrate the 100-year manufacturing anniversary of Shredded Wheat in the UK, these product launches embody our commitment to evolving our cereals portfolio in response to shifting consumer preferences.”
The roll-out coincides with the centennial anniversary of Shredded Wheat’s production in the UK, with both cereal lines being manufactured at Nestlé’s facility in Staverton, Wiltshire. The Shreddies Peanut Butter will be available starting August 12, followed by Shredded Wheat Happy Heart and Active on August 24.