Nestlé Breakfast Cereals has launched a new campaign to hero the products within its portfolio that do not contain artificial colours or flavours.

The new on pack flash will appear in UK stores on Shreddies and Cheerios products over the coming weeks in order to coincide with the back to school period. It is also part of Nestlé Breakfast Cereals ongoing commitment to renovating its products to meet the needs of consumers today.

Michelle Bull, marketing manager, Cereal Partners UK, says, "We know from our research artificial colours and flavours are a consideration for consumers – especially parents. We are responding to this feedback across our portfolio as we continue to deliver products that meet the changing needs and expectations of our consumers, whilst enabling them to feel confident about their breakfast choices.

"This is why whole grain is the number one ingredient in all our products that carry the green banner – a convenient and tasty way for people to incorporate the benefits of whole grain and fibre into their diet."