Cheerios is championing its nutritional value in a new £5m multichannel campaign, marking its first return to TV since 2019.

Showcased across TV, digital media, BVOD, YouTube, social, radio and out-of-home, the Nestlé-owned cereal brand‘s campaign will run throughout 2025 and highlight its key nutritional attributes.

High in fibre from oats, wheat and barley, Cheerios said its cereal also contains an additional seven vitamins and two minerals, including vitamins B2 and B6.

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The campaign is forecast to reach more than 24 million parents and 93% of households with children, boosting brand awareness.

Cereal Partners UK head of marketing Sarah Fordy said: “Cheerios is an iconic brand loved by families everywhere. We are excited to launch our new campaign in the UK, highlighting what makes Cheerios exceptional.

“As a delicious multigrain cereal that is high in fibre and with vitamins and minerals, our little O’s make little wins for all the family. This multimillion-pound investment is our largest campaign yet, reinforcing our commitment and the growth of the breakfast category.”