Nestlé rises to meet the growing on-the-go breakfast trend

Nestlé Cereals’ Breakfast to Go range will now be available in the fridges of WHSmith in most airports, train stations and hospitals across the country – a new outlet to complement existing availability in Co-op and Nisa stores.

The range has been designed to meet the rising trend towards out-of-home breakfasts in the UK. The British public spent £5 billion on out-of-home breakfasts in 2017, with the average person eating breakfast on-the-go at least once a week spending about £2.30 each time, according to research by Kantar Worldpanel.

Furthermore, according to research by Nestlé Cereals (surveying 2095 UK adults between 3-9 October 2017), more than one in ten (15 percent) adults in the UK eat breakfast at work or on-the-go, rising to almost a quarter (24 percent) of those aged 25-34 and one fifth (21 percent) of those aged 35-44.

“With life getting busier and busier, time-poor Brits are racing to get out the door during the morning rush. With breakfast being the most important meal of the day, we want to make their lives easier by providing a tasty on-the-go breakfast cereal option,” said Gharry Eccles, Vice President UK & Australia Nestlé Cereals. “We’re delighted that it will now be available in WHSmith fridges up and down the country, in airports, train stations and hospitals where people are most likely to be on the lookout for a nutritious, tasty and convenient breakfast.”

Another added benefit to the range is that the card and sleeve of Breakfast to Go can be separated and recycled, with the milk carton widely recycled at recycling points.