Shreddies
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Shreddies is a breakfast cereal sold in the United Kingdom, Canada and New Zealand, produced by Post Cereals and General Mills, consisting of malted squares of inter-woven whole grain wheat. In Canada the cereal has been known for many years by its musical jingle, "Good Good Whole-Wheat Shreddies". The cereal was produced under the Nabisco name until the brand in Canada was purchased in 1993 by Kraft General Foods.
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[edit] Manufacture
In the United Kingdom, the cereal was first produced by Nabisco's former UK division but is now made by Cereal Partners under the Nestlé brand at Welwyn Garden City. The factory opened in 1926. It began making Shreddies in 1955. The site was briefly owned by Rank Hovis McDougall in 1988, who sold it to Cereal Partners in 1990. Nestle's site at Staverton started making Shreddies in 1998, and is where all production will be moved in 2008.
The cereal is one of a number of whole-grain cereals marketed with the whole grain symbol, as part of a marketing campaign emphasising the healthiness of the cereal. It began manufacture in Canada in 1939 at Lewis Avenue, Niagara Falls, Ontario.
Sugared and chocolate-flavoured versions of the cereal are available in the UK as Frosted Shreddies and Coco Shreddies (chocolate), and a honey-flavoured version has also become available recently. The advertising slogan in the UK is: Keeps hunger locked up until lunch. Cereal milk bars are now available.
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[edit] Advertising
The mascots of the cereal in Canada were Freddie and Eddie, two anthropomorphic (yet legless) pieces of the cereal. Around 1993, their appearance changed to that of a younger youthful age complete with baseball caps and they also grew hair and legs. By the late 1990s, the characters were discontinued in all advertising and packaging. The cereal is now marketed as an "adult" cereal.
It recently had a TV advert removed by the ASA as it provided an unfair comparison between school children eating nothing or eating Shreddies, rather than a similar cereal.
