Tickled Pink and Nestlé breakfast cereals join forces to tackle Breast Cancer Awareness in 2023

Nestlé® Cereals has announced it will be supporting Asda’s “Tickled Pink” campaign with the launch of a limited-edition version of its popular Shreddies Raspberry & White Chocolate flavour cereal.

The campaign, which is the UK’s longest running corporate charity partnership, aims to raise funds for breast cancer charity partners: Breast Cancer Now and CoppaFeel! And, in addition to the limited-edition launch, Nestlé® Cereals will donate more than £30,000 to the charity partners* to support those affected by breast cancer, help raise vital funds for breast cancer research and educate communities to be breast aware.

Hitting the shelves in time for Breast Cancer Awareness Month in October, the packs will be exclusively available in Asda, feature a completely pink box, and the iconic bright pink Tickled Pink logo. However, consumers will have to be quick if they want to pick up a limited-edition box – as when it’s gone, its gone!

Sarah Fordy, Head of Marketing, Cereal Partners UK – makers of Nestlé Cereals in the UK, said: “As a business we’re passionate about making a positive difference to the communities in which we live and work, which is why we were thrilled to be given the opportunity to once again offer our support to Asda’s Tickled Pink campaign. Providing crucial funding for both research and support for those impacted by the disease, the longstanding campaign has helped thousands of people while raising awareness of the importance of checking breast areas.

Through the launch of our delicious, limited edition Tickled Pink x Shreddies® White Chocolate and Raspberry cereal, we aim to play a part in educating consumers on the importance of Tickled Pink’s mission, while we hope our monetary donation will also go some way to helping Breast Cancer Now and CoppaFeel! with their research and charitable initiatives in this area.”

The Nestlé® Cereals and Tickled Pink partnership marks the second time the two organisations have come together – having previously collaborated in 2019 on a special edition Cheerios® box for the cause.

*Actual figure is £31,650 equating to 25p for each of the 126,600 limited edition packs. The total donation is not contingent on consumer purchases of the cereal.