Nestlé Cereals unveils on-the-go line, targeted at busy consumers

Nestlé Cereals has launched its new Breakfast To Go range, which it says is the first packaged cereal and milk solution in the UK.

The products come in a choice of two cereals: Shreddies or Shredded Wheat Honey & Nut. Containing a pot of cereal, milk and a spoon, the range is designed to be a simple and convenient way for consumers to enjoy some of their favourite cereals at work.

Research by Nestlé Cereals revealed that 15% of adults in the UK eat breakfast at work or on the go, rising to 24% among of those aged 25-34 and 21% of those aged 35-44.

A study by Kantar Worldpanel revealed that while cereal is one of the most popular choices for in-home breakfasts (eaten at one in two occasions), due to limited choices it is only eaten at one in 20 occasions out of home.

Gharry Eccles, Nestlé Cereals UK and Australia vice president, said: “With life getting busier and busier, time-poor Brits are racing to get out the door during the morning rush. With breakfast being the most important meal of the day, we want to make their lives easier by providing a tasty, on-the-go breakfast cereal option.

“The Breakfast To Go products have everything you need to enjoy a bowl of one of your favourite cereals, anywhere, anytime. You can also add fruit and a glass of water, and you have a balanced and tasty breakfast.” 

The range will be available as of this month with a recommended retail price of £1.99.