Nestlé Cereals reassures consumers on artificial colours and flavours

Nestlé Breakfast Cereals has launched a new campaign to reinforce the message that their products do not contain artificial colours or flavours.

The new on pack information will appear in store on Shreddies and Cheerios products with the initiative coinciding with the back to school period when families return to their term-time routines and start the day with breakfast cereal.

Michelle Bull, marketing manager of Cereal Partners UK, said: “We know from our research artificial colours and flavours are a consideration for consumers – especially parents. We are responding to this feedback across our portfolio as we continue to deliver products that meet the changing needs and expectations of our consumers, whilst enabling them to feel confident about their breakfast choices.

“This is why whole grain is the number one ingredient in all our products that carry the green banner – a convenient and tasty way for people to incorporate the benefits of whole grain and fibre into their diet.”