Cereal Partners UK – the joint venture between Nestlé and General Mills – is launching a new Organic Honey and Chocolate Cheerios product.
The organic version has been certified by Ecocert and licensed to be stored and sold in the UK by the Soil Association.
The roll out marks Cheerios’ foray into the UK’s organic market, and will be sold exclusively in Waitrose until May, when it will also roll out into Sainsbury’s.
“Given that £200m a month is now spent on organic food and drink in the UK, it’s clear that sustainably conscious consumers are looking for produts that are good for our planet. This growing interest has intensified during the pandemic, with many families placing greater emphasis on leading better lifestyles, focused on wellbeing and sustainability,” said Toby Baker, Regional Marketing Director UKA – Nestlé Cereals.
“As a business, our promise is to make breakfast better as well as doing our bit to help protect the planet. Our breakfast cereals already come in packaging specially designed for a lower environmental impact – with cereal boxes that can easily be recycled.
“The launch of Cheerios UK’s first organic cereal is yet another milestone in our journey, which will also help meet growing consumer demand for organic products.”