ParalympicsGB is the Great Britain and Northern Ireland team competing at the summer and winter Paralympic Games.
According to the British Paralympic Association, the outstanding performances of its athletes have a powerful impact on the British public and can shift perceptions of disability in society.
The partnership is part of a campaign to support the upcoming Games in Tokyo, with the cereal giant backing four of its most popular sports – athletics, table tennis, cycling and powerlifting.
Start with breakfast
In our new partnership with ParalympicsGB, we hope to inspire UK households to get up, get active and eat well for a healthier lifestyle,” said Toby Baker, regional marketing director, Nestlé Cereals UK.
“In 2020, our terrific team of Paralympians will be showing us the way and we want everyone to take notice, starting at the breakfast table.”
Nestlé Cereals UK will be rolling out a new pack design for eight of its cereals – including Cheerios, Shredded Wheat and Shreddies – featuring Team GB athletes like British Paralympic table tennis player Will Bayley.
“It’s such an exciting year with Tokyo just around the corner and I really hope this campaign inspires people to get up and get active,” said Bayley, Rio 2016 table tennis gold medallist and a former Strictly Come Dancing star.
According to the National Health Service's (NHS) Health Survey for England, 27% of the country’s adults are classified as 'inactive', as they do less than 30 minutes of moderate or vigorous physical activity per week.
The campaign shares tips on how to keep fit and highlights the importance of a nutritionally balanced breakfast. It is also supported by instore and out-of-home activities and competitions, with tickets to the 2020 Paralympic Games up for grabs.
“The Paralympic movement is all about celebrating inclusivity and what people can achieve when given the opportunity, and this exciting partnership will bring families together and encourage them to feel the enormous benefits of leading more active lives,” added Mike Sharrock, CEO of the British Paralympic Association.
The ParalympicsGB team will comprise around 250 athletes competing in up to 19 different sports at the Tokyo 2020 Paralympic Games, being held from August 25 to September 6, 2020.
At the Rio 2016 Paralympic Games, the team won the hearts of the nation, clocking up 147 medals, including 64 gold, and finishing second in the overall medal table.
Cereal Partners UK (CP UK) is the UK operation of Cereal Partners Worldwide (CPW) – a long-standing partnership between Nestlé and General Mills – maker of Nestlé Breakfast Cereals.
Headquartered in Switzerland, CPW has a global network with 4,600 employees, 17 factories, four R&D centres, and sales teams in more than 130 markets.