Shreddies facts for kids
Logo of the Canadian version
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| Owner | Post Consumer Brands |
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| Introduced | 1939 |
| Previous owners | Nabisco |
| Website | postbrands.com/shreddies Canada UK, Ireland |
Shreddies are a popular breakfast cereal enjoyed in Canada, the United Kingdom, and Ireland. This cereal was first made in Canada in 1939 by a company called Nabisco. Today, Post Consumer Brands owns the Shreddies brand in Canada. In the United Kingdom and Ireland, Nestlé owns the brand.
Contents
The Story of Shreddies
How Shreddies Started
Shreddies cereal began its journey in Canada in 1939. The first factory to make Shreddies was in Niagara Falls, Ontario. This factory is still making Shreddies even now.
For many years, Shreddies were made by Nabisco. Then, in 1993, the Post Cereals company bought the Shreddies brand in Canada. Today, Post Foods Canada Corp. is part of Post Holdings, which continues to make Shreddies.
Shreddies in the UK
In the United Kingdom, Shreddies were also first made by Nabisco's UK division. Later, a company called Cereal Partners Worldwide started making them under the Nestlé brand. This happened at a factory in Welwyn Garden City. That factory opened in 1926 and began making Shreddies in 1953.
In 1998, another Nestlé factory in Staverton, Wiltshire, started making Shreddies. By 2007, all Shreddies production for the UK and Ireland moved to the Staverton factory.
What's in Shreddies?
In the UK, Shreddies are mostly made from whole grain wheat. This means the cereal uses the entire wheat kernel, which is good for you. Shreddies also contain a little sugar, molasses, and salt for taste. They have added vitamins and iron, which are important nutrients for your body. These include vitamins B3, B5, B9, B6, and B2.
Shreddies Advertising and Fun Facts
Memorable Ad Campaigns
In 2005, Shreddies had advertisements that called the cereal "school fuel." These ads showed kids doing well in school after eating Shreddies for breakfast. However, the UK Advertising Standards Authority asked for these ads to be removed. They felt the ads unfairly compared eating Shreddies to eating nothing at all.
In 2008, a very creative advertising campaign for "Diamond Shreddies" won big awards in Canada. This ad campaign was created by Ogilvy and Mather. It won the Grand Clio and Cannes awards, which are major honors in advertising.
Shreddies in the News
In January 2012, some old boxes of Shreddies from the early 1970s were found in a village shop. People reported that these vintage boxes were selling for about £160 each on eBay!
Shreddies also appeared on the TV show Snackmasters on Channel 4 in 2019. In this show, famous chefs Daniel Clifford and Claude Bosi had a challenge to try and recreate Shreddies cereal from scratch.
Fun Facts About Shreddies in the UK
Shreddies in the UK have had some interesting advertising campaigns and box designs over the years!
Tom and Jerry and Mr. Hungry
- For a long time, Shreddies boxes in the UK featured the famous cartoon characters Tom and Jerry. The cereal boxes often came with cool gifts like glow-in-the-dark stickers or puzzle books.
- Later, Shreddies ads showed a big, blue monster named Mr. Hungry. He was a cartoon character who represented "hunger." Mr. Hungry would tease hungry people by drumming on their stomachs. But, after someone ate a bowl of Shreddies, Mr. Hungry would get trapped in a Shreddies cage! The message was that "Shreddies keep hunger locked up 'til lunch."
"Too Tasty for Geeks" and School Fuel
- In the early 2000s, some ads for Frosted and Coco Shreddies said they were "too tasty for geeks." These ads showed "geeks" struggling to eat the cereal because it was so delicious. Then, a "cooler" kid named Sure-Eddie would easily enjoy them.
- In 2005, Shreddies were advertised as "school fuel." The ads showed kids doing well in school after eating Shreddies for breakfast. However, these ads were later removed because they compared eating Shreddies to eating nothing, which wasn't fair.
The Knitting Nanas
- From 2007, Shreddies ads became famous for showing grandmothers, called "nanas," knitting the cereal. The idea was that Shreddies were carefully "knitted" into their square shape. This ad was very popular!
- For a few years, the cereal boxes even had a photo of the "nana" who supposedly knitted the Shreddies inside that specific box.
- The Knitting Nanas continued to be a big part of the Shreddies brand until 2015, when a final ad showed them singing and disappearing.
Recent Campaigns
- In 2014, a new ad campaign used the song "This Is How We Do It" by Montell Jordan. The new message was "Shreddies ...AND YOU'RE READY!"
- In 2021, a new advertising campaign started with TV presenter Nick Knowles. This came with a new look for the cereal box and a new slogan: "Shreddie For Anything."
See also
In Spanish: Shreddies para niños
