Sunday, April 27, 2014

The Mystique of Shreddies

The Mystique of Shreddies

By Chino Kafuu
The Daily Magi
January 12, 2069

Shreddies is a breakfast cereal produced from shredded wheat, made from lattices of wholegrain wheat. 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 1953. The site was briefly owned by Rank Hovis McDougall in 1988, who sold it to Cereal Partners in 1990. Nestlé's site at Staverton started making Shreddies in 1998, and is where all production was moved to in 2007.

In Canada, production began in 1939 at Lewis Avenue, Niagara Falls, Ontario. Shreddies were produced under the Nabisco name until the brand in Canada was purchased in 1993 by Post Cereals whose parent company in 1995 became Kraft General Foods which sold Post to Ralcorp in 2008 and is now Post Foods Canada Corp., a unit of Post Holdings, which was spun off from Ralcorp in 2012.

The cereal is marketed with the whole grain symbol, as part of a marketing campaign emphasising the healthiness of the cereal. Wheat for Shreddies is sourced from over 500 different farms within the UK.

Sugared, chocolate and honey-flavoured versions of the cereal are available in the UK as Frosted Shreddies, Coco Shreddies and Honey Shreddies, and an orange-flavoured version of the Coco Shreddies has also become available recently. The former advertising slogan in the UK was: Keeps hunger locked up until lunch. The advertising slogan for the Frosted and Coco Shreddies was: Too tasty for geeks.

In Canada, the cereal has been known for many years by its musical jingle, "Good Good Whole-Wheat Shreddies". 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. In January 2008, the company started a new ad campaign for new "Diamond Shreddies", Consumer reaction to the campaign has translated into a statistically significant sales increase, according to at least one media report on the campaign's success. The campaign won the 2008 Grand Clio Award for Integrated (i.e. multiple media) Campaign.

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