Cereal Partners UK: Cheerios New Packaging

Cereal Partners Worldwide UK continues to support bridging the gap between the UK’s recommended daily intake of fibre and actual fibre intakes with a packaging update to showcase its high fibre content on the Cheerios brand in September 2024.

Cheerios launched new packaging to showcase the key nutritional attributes of its breakfast cereal range, highlighting its multigrain and high-fibre contents. Driving impact at the point of purchase, the new packaging front of pack underlines Cheerios high fibre multigrain content, delicious taste and iconic branding.

Cheerios, recognised as the U.K.’s number 1 multigrain breakfast cereal brand*, is high in fibre providing consumers with three different whole grains in each bite. Made with oats wheat, and barley, both the Multigrain and Honey cereal variants contain seven vitamins and two minerals, calcium and iron, to support immunity and help give energy for the day**. Every 30g serving of crunchy multigrain Cheerios provides 2.9g of fibre towards the recommended daily fibre intake (UK Fibre recommendations***).

This packaging refresh was part of a broader campaign launched by Cheerios featuring a digital media campaign focused on broadcast video on demand, YouTube and social media with TikTok being a primary platform. The campaign helped boost the brand’s awareness showcasing Cheerios as a high fibre and tasty breakfast option for the whole family.

*Source: Circana Market Advantage, Total Multigrain Ready To Eat Cereal, All Outlets UK, Volume Sales, 52 w/e 24 February 2024.

**Vitamins B2 and B6 contribute to normal energy-yielding metabolism, and Iron contributes to the normal functioning of the immune system. Enjoy as part of a healthy diet and lifestyle.​

***SACN Carbohydrates and Health Report, The Scientific Advisory Committee on Nutrition recommendations on carbohydrates, including sugars and fibre. Public Health England 2015. UK fibre recommendations for adults are 30g per day.​