Nestlé Cereal Partners extends gluten-free range

Nestlé Cereal Partners is extending its gluten-free cereals range and looking to move into the breakfast to go market.

In an exclusive interview with Retail Express, Georgia Brown, trade marketing manager for Nestlé Cereal Partners, revealed it is adding two new products to its healthier cereals offering.

“We launched gluten-free Honey Flakes and Cornflakes to tap into the trend towards health and we are extending the range in August with Gluten Free Coco-Rice and one other line, which has yet to be decided,” she said.

Cereal Partners has also identified ‘breakfast on the go’ as a key trend and is looking at opportunities it can present to retailers.

Brown said: “We launched pouches of Shreddies, Cheerios and Shredded Wheat Bitesize for foodservice and now a couple of big grocery outlets are buying in so we’re expecting that to be in retail in the second half of the year.”

Shreddies is back on TV from July 20 with a new £5m campaign, which runs until September 20.

To find out how you can boost breakfast sales by more than 30%, click here