Nestle Cereals has announced plans to extend its Shredded Wheat line with a new range called Superfruity Shredded Wheat.
The range will come in two variants – Raspberry, Strawberry Cranberry and Blackberry as well as Blackcurrant and Blueberry, with added antioxidant.
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Nestle said the line will receive significant support through 2011, with TV advertising and a major sampling campaign so that consumers can “discover how good it can be”.
Cereal Partners marketing controller Phil Toms said “Shredded Wheat is a much loved heritage brand with long established health credentials. With the addition of the new Superfuity brand, we are building on the inherent healthiness of the Shredded Wheat brand with a tasty twist. The trio of real fruit flavours found inside the bitesize biscuits bring a new dimension to the brand and with the added antioxidant we firmly anticipate Superfruity will appeal to a new generation of Shredded Wheat eaters”
The range will be sold in 525g packs.
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By GlobalData
