Shreddies 1788223 218382791 2008-06-10T11:57:29Z P3d0 15370 /* United Kingdom */ Misplaced " on the inner flaps" [[Image:Packet-shreddies-original.jpg|thumb|The current Shreddies box in the United Kingdom]] '''Shreddies''' is a [[breakfast cereal]] sold in the [[United Kingdom]], [[Ireland]], [[Canada]] and [[New Zealand]], produced by [[Post Cereals]] and [[General Mills]], consisting of [[malted]] squares of inter-woven [[whole grain]] [[wheat]]. Shreddies has been made in the UK since 1955. It was produced under the [[Nabisco]] name until the brand in Canada was purchased in 1993 by Post Cereals and then later in 1995 by [[Kraft Foods|Kraft General Foods]]. Although not marketed in the [[United States]], Kraft Foods has the trademark rights in the U.S. ==Manufacture== In the [[United Kingdom]], the cereal was first produced by Nabisco's former UK division but is now made by [[Cereal Partners Worldwide|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, Wiltshire|Staverton]] started making Shreddies in 1998, and is where all production was moved to in 2007. The wheat for the cereal comes from over 500 different farms in four [[counties]] in the UK.<ref>[http://www.trulyresponsible.org/food/nestle trulyresponsible.org » Nestle - Shreddies<!-- Bot generated title -->]</ref> 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 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''. Cereal milk bars are now available. ==Advertising== ===Canada=== *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 cap]]s 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 "Diamond Shreddies" which is just a square Shreddie turned 45 degrees. Since the cereal hasn't changed in any way, the campaign could be described as a [[meta-joke]] playing off the frequent improvements and [[brand extension]]s of other cereals and similar foods. Regardless of the intentions, 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.<ref>[http://www.macleans.ca/business/companies/article.jsp?content=20080507_56414_56414 Maclean's Article, May 2008]</ref> The campaign won the 2008 Grand [[Clio Award]] for Integrated (i.e. multiple media) Campaign, one of the highest awards in the advertising world.<ref>[http://www.clioawards.com/winners/index.cfm?medium_id=6 Clio 2008<!-- Bot generated title -->]</ref> ===United Kingdom=== *For many years in the UK the Shreddies boxes featured Tom and Jerry (from the MGM cartoons). They regularly featured gifts in the boxes featuring Tom and Jerry, such as glow in the dark stickers sets, and puzzle books. *It recently had a TV advert removed by the [[Advertising Standards Authority|ASA]] as it provided an unfair comparison between school children eating Shreddies or eating nothing, rather than a similar cereal.<ref>[http://www.asa.org.uk/asa/news/news/2006/Serial+complaints.htm Serial complaints<!-- Bot generated title -->]</ref> *Shreddies' most recent campaign is a claim that they are "knitted by nanas" with shots of a factory full of grandmothers knitting Shreddies.<ref>[http://www.knittedbynanas.com. Shreddies - knittedbynanas.com - play Nana training games and watch The Chronicles of Nana<!-- Bot generated title -->]</ref> The boxes have also been changed to include a photo on the inner flaps of the nana who apparently knitted the specific box. ==References== {{Reflist}} ==External links== * [http://www.cerealpartners.co.uk/brands/shreddies-original.aspx Nestlé Shreddies (UK)] * [http://www.kraftcanada.com/en/ProductsPromotions/S-U/Shreddies.htm Post Shreddies (Canada)] * [http://www.cerealpartners.co.uk/brands/shreddies-frosted.aspx Frosted Shreddies (UK)] * [http://www.cerealpartners.co.uk/brands/shreddies-coco.aspx Coco Shreddies (UK)] * [http://www.diamondshreddies.com "Diamond" Shreddies] <!-- remove if necessary --> * [http://www.schoolfuel.co.uk School Fuel (advert was criticised by ASA for being factually misleading)] [[Category:Post Cereals brands]] [[Category:1955 introductions]] [[fr:Shreddies]]