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Cereal Partners UK (CPUK), the manufacturer behind popular breakfast cereals including Cheerios, Rice Krispies and Cornflakes, has announced plans to close its Bromborough, Merseyside, factory, putting approximately 300 jobs at risk.

The company announced its decision to exit the supermarket-branded cereal market and invest £74 million in its Staverton, Wiltshire, factory to expand production of its own branded products.

The Bromborough site has been a staple in the local community for over 30 years, serving as a significant employer and contributing to the regional economy. The impending closure raises concerns about the impact on workers and their families, as well as the broader implications for the local supply chain.

Matt Denton, GMB regional organiser, expressed deep concern over the announcement. “This is a deeply worrying time for GMB members and their families," he said. "For three decades, CPUK has been at the heart of this community, providing good jobs and supporting countless businesses.” Denton emphasised the "unacceptable" nature of the situation, highlighting the skilled workforce facing an uncertain future.

The GMB union is actively seeking to engage with CPUK management to protect jobs and ensure fair treatment for affected employees. Denton called for urgent discussions to explore all potential options to mitigate the impact of the closure, stressing the need for workers’ voices to be heard during this challenging transition.

According to CPUK, sales of breakfast cereal were in "significant decline" due to changing customer habits and competition from alternative breakfast products.

In a statement the company said: "CPUK&I regrets the potential impact on employees and the immediate priority is to work together to review the proposals while supporting people through this process with care and sensitivity. CPUK&I remains open to alternative solutions, including a potential sale of the Bromborough site and/or the supermarket branded cereal manufacturing itself.