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Nestlé Cereals has announced the expansion of its core Shredded Wheat brand with the launch of a new SKU: Shredded Wheat Raisin Wheats. Rolling out to UK retailers nationwide this week, the launch is strategically timed to coincide with "Fibre February," a public health awareness month that encourages consumers to increase their daily fibre intake.
The new product joins the established Fruit Wheats range, which includes Blueberry, Apricot, and Red Berry variants. This extension doubles down on the brand's strategy of offering "wholesome simplicity" combined with fruit-based flavour profiles to appeal to health-conscious shoppers.
Addressing the UK Fibre Gap
The product positioning is directly responsive to nutritional data, indicating a significant gap in the national diet. Citing statistics that 96% of UK adults fail to reach the recommended 30g of fibre per day, Nestlé is positioning Raisin Wheats as an accessible, "no-compromise" solution.
Key Product Specifications:
Format: Bitesize biscuits made with toasted whole grain wheat.
Filling: Fruity raisin filling with no added sugar.
Health Claims: High in fibre, low in fat and salt.
Dietary: Suitable for vegans.
Simplicity as a Strategy
Sarah Fordy, Head of Marketing at Nestlé Cereals, highlighted the focus on clean ingredients as a key selling point for modern consumers.
“Raisin Wheats is an exciting addition to the Shredded Wheat Fruit Wheats family," Fordy stated. "We’ve kept things simple: wholegrain wheat, no added sugar, a delicious raisin filling: a recipe that suits a wide range of diets. It’s deliciously fruity and high in fibre, landing just when people are looking for easy ways to increase their fibre intake.”
UK Manufacturing
The new range continues to support domestic production. Shredded Wheat Raisin Wheats are manufactured at Nestlé’s Staverton site in the UK, ensuring supply chain consistency alongside the wider portfolio.
The product is available immediately across national grocery channels.
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