Nestlé Cereals Partners aims to grow its share of the breakfast market in Northern Ireland through a new marketing partnership.

Sales, marketing and distribution of brands including Shredded Wheat and Cheerios will shift from an in-house operation to outside agency GM Marketing in January. “Nestlé currently undertrades in Northern Ireland and we need more sophisticated marketing and online technologies,” said business unit controller Sonja Bentley.

Cereal Partners is predicting the partnership - which starts with a focus on “core brands, value-for-money and price-marked packs” - will generate 20% volume growth next year.

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