Nestlé Cereals today announced a partnership with Public Health England (PHE) for its latest Change4Life’s campaign, which is asking parents to “Make a swap when you next shop”.

With children consuming around 2,800 excess sugar cubes per year, parents are being encouraged to make healthier swaps to everyday products, such as breakfast cereals, to help tackle growing rates of childhood obesity.

The partnership will see a number of Nestle’s much-loved brands – including Shredded Wheat® (Original & Bitesize) and Less than 5% Sugar Oat Cheerios® – displaying the ‘Good Choice’ badge online and across advertising between January and March, to help parents choose healthier options for their children.

Toby Baker, Marketing Director UK & Australia, Nestlé Cereals, said:

“We are delighted to be partnering with the very successful Change4Life campaign. The ‘Good Choice’ badge which shoppers will see alongside Shredded Wheat® and Low Sugar Cheerios®, is designed to help families make more informed choices when buying breakfast cereal for their family.

“This builds on a number of changes we’ve already made to educate consumers, including the introduction of clear portion guidance that differentiates between adult and child portions as well as colour-coded front of pack labelling.”

Nestlé Cereals has been reformulating for more than a decade, reducing sugar and salt while increasing levels of whole grain. Compared with 2003 levels, Nestle Breakfast cereals sold in 2017 contained 508 million fewer teaspoons of sugar and since 2010, we have reduced average sugar content by 15%.

In addition, every Nestlé cereal with the green banner now contains at least eight grams of whole grain per serving and has whole grain as the number one ingredient with the majority high in fibre.


Author: kimbarnard

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