For over 50 years, Shreddies have played a key role in family breakfasts but until now it has not been widely known that Shreddies are in fact knitted by Nanas.

The new "knitting Nanas" campaign launches with a 40-second TV spot highlighting Shreddies' fun, quirky personality and by communicating Shreddies' unique design and taste.

The idea focuses upon hundreds on Nanas lovingly knitting each Shreddie to ensure they are all absolutely perfect... because only Nanas can knit the perfect Shreddie.