Shreddies and Cheerios maker seeks to expand its Trowbridge factory
The company behind iconic breakfast cereals Shredded Wheat, Shreddies, and Cheerios has applied to build a new factory, marking a significant investment in its existing facility in Wiltshire. Cereal Partners UK, a joint venture between Nestle and General Mills, is planning to expand its Staverton site near Trowbridge with a £67 million investment.
This expansion will not only create 145 new factory jobs and 45 admin roles but also provide an additional 25,833 sq ft (2,400 sq m) of space to the breakfast cereal facility. The company aims to boost production to match the peak levels achieved in 2020, despite recent challenges.
In March, Cereal Partners UK announced the closure of its Wirral plant, attributing it to changing consumer habits and declining sales of breakfast cereal. However, the company remains committed to its Wiltshire operations, as evidenced by its recent planning application for flood resilience measures following a significant flooding event in November 2024.
The Wiltshire Council is expected to make a decision on the factory expansion around the beginning of March, with the Local Democracy Reporting Service providing updates. The company's long-standing presence in the Trowbridge area since the mid-20th century further underscores its commitment to the region.
As the company navigates the challenges of a changing market, its expansion plans in Wiltshire offer a glimmer of hope for job creation and continued production. The community eagerly awaits the council's decision, anticipating the potential benefits for the local economy and the company's future success.
