Shreddies are a breakfast cereal marketed in Canada, the United Kingdom and Ireland. It was first produced in Canada in 1939 by Nabisco. The Shreddies brand is held by Post Consumer Brands in Canada,[1] and Nestlé in the United Kingdom and Ireland.
Product type | Breakfast cereal |
---|---|
Owner | Post Consumer Brands |
Produced by | Post Consumer (Canada) Nestlé (UK, Ireland) |
Country | Canada |
Introduced | 1939 |
Previous owners | Nabisco |
Website | postbrands.com/shreddies |
In Canada, production began in 1939 at Lewis Avenue, Niagara Falls, Ontario.[2] Shreddies were produced under the Nabisco name until the brand in Canada was purchased in 1993 by Post Cereals,[3] 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.[citation needed]
In the United Kingdom, the cereal was first produced by Nabisco's former UK division but was later made by Cereal Partners under the Nestlé brand at Welwyn Garden City. The factory opened in 1926 and began making Shreddies in 1953.[citation needed] The site was briefly owned by Rank Hovis McDougall in 1988, which sold it to Cereal Partners in 1990. Nestlé's site at Staverton, Wiltshire started making Shreddies in 1998, and all production was moved there in 2007.[4][5]
Recreating Shreddies featured as a challenge in Channel 4's Snackmasters programme in 2019, featuring chefs Daniel Clifford and Claude Bosi (who had lost their respective previous episodes involving Kit Kat and Burger King respectively). The programme also looked at the production of Shreddies, including the raw ingredients and the extrusion process. The "knitted by nanas" campaign was also briefly shown. Daniel won the challenge by default due to Claude failing to make any replica Shreddies in time on account of an incorrect method to make them with and running out of wheat.
In January 2012, boxes of Shreddies dating from the early 1970s were reported to be selling on eBay, after being discovered in a village shop. They were reported to have been selling for about £160 per box.[12]