UK | Shredded Wheat has launched a special edition pack featuring the Union Jack Flag to showcase its breakfast classic, made with 100 percent British whole grain wheat.
The new pack design also emphasises the Nestlé Wheat Plan – proudly supported by Nestlé Cereals, the makers of shredded wheat – launched in 2022 to support British wheat farmers adopting regenerative agriculture practices.
These include practices like cover cropping, which protects water quality and ensures the soil isn’t left bare and vulnerable to erosion, reduced cultivation to keep soils healthier and reduce CO2 losses to the atmosphere, or planting hedgerows, which creates new habitats for biodiversity, captures carbon from the atmosphere, and absorbs moisture from soil in wet weather. Starting with a focus on Shredded Wheat, Nestlé Cereals has formed partnerships with a number of wheat farmers under The Nestlé Wheat Plan, which also supports Nestlé’s wider commitment to achieve zero net greenhouse gas emissions by 2050.
To coincide with many consumers having a healthy start to 2024, the new limited-edition pack also showcases Shredded Wheat’s nutritional attributes, boasting high fibre, low in salt, sugar and saturated fat, and no artificial colours or flavourings.
Sarah Fordy, Head of Marketing for Cereal Partners UK, said the new limited edition Shredded Wheat packaging showcases what makes the brand great.
“A healthy breakfast cereal that shoppers can trust made with 100 percent British whole grain wheat. We are working with British wheat farmers to help them transition to regenerative agricultural practices under the Nestlé Wheat Plan,” said Fordy.
“The new design stands out on-shelf and clearly communicates the great benefits that Shredded Wheat can offer consumers.”
