Cereal Partners UK, the manufacturer of Shreddies and Cheerios, has received approval from Wiltshire Council for a £66 million expansion of its factory in Staverton, near Trowbridge. The investment is expected to secure 190 existing jobs and create 40 new positions.
Investment Details and Job Impact
The expansion will enhance the site's capacity and efficiency, allowing the company to better respond to changing consumer demand and support future growth. Cereal Partners UK has been a major employer in Wiltshire for nearly 30 years, producing well-known breakfast cereals including Shredded Wheat and Shreddies.
Councillor Helen Belcher, cabinet member for economic development, said: "This is a positive development for Wiltshire, representing a significant investment in the local economy. It secures existing jobs at the Staverton site while also creating opportunities for future employment as the business grows."
Background and Market Position
The Staverton expansion comes 15 months after Cereal Partners UK confirmed the end of production at its Bromborough plant on the Wirral, with operations relocated to Wiltshire. Cereal Partners UK is part of Cereal Partners Worldwide, a joint venture between Nestlé S.A. and General Mills formed in 1990.
The UK division is the second largest manufacturer in the breakfast cereal market, holding over 25% of a market worth more than £1.3 billion. Its brands include Shredded Wheat, introduced over a century ago, and Shreddies, first produced in 1953.
Local Economic Boost
Wiltshire Council stated that the investment would "enhance the site's capacity and efficiency" and help support the company's long-term sustainability while contributing to economic growth in the Trowbridge area. Councillor Belcher added: "Cereal Partners UK has been an established part of the local economy for many years, and this investment demonstrates continued confidence in Wiltshire as a place to do business."
