The certified organic cereal is made using organic honey hoops, from five organically-farmed whole grains, and chocolate cereal pieces. All ingredients are sourced from farmers following organic farming practices, while the product also displays Cereal Partners UK’s (CPUK’s) signature green banner, indicating whole grain is the prime ingredient.
“Given that £200m a month is now spent on organic food and drink in the UK [according to the Soil Association Certification’s annual Organic Market Report 2020], it’s clear sustainably conscious consumers are looking for products that are good for our planet,” said Toby Baker, regional marketing director, UK and Australia – Nestlé Cereals. “This growing interest has intensified during the pandemic, with many families placing greater emphasis on leading better lifestyles, focused on wellbeing and sustainability.
“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 be easily recycled. The launch of Cheerios UK’s first organic cereal is yet another milestone in our own journey, which will also help meet growing consumer demand for organic products.”
As well as launching its first UK organic product, Cheerios UK has announced a new partnership with The Bee Friendly Trust, a charity dedicated to creating habitats for honeybees and pollinators to thrive. Through the partnership, CPUK aims to help protect the UK honeybee population, whose natural habitats are increasingly in danger.