More than 300 people could lose their jobs as a Wirral factory that makes popular breakfast cereals such as Cheerios faces closure amid ‘significant decline’ in cereal sales. Tony McDonough reports
More than 300 workers at a breakfast cereal factory in Wirral have been told the plant is set for closure.
Located in Bromborough, close to the River Mersey, the Cereal Partners UK and Ireland factory employs 314 people. They produce popular breakfast cereals such as Cheerios for consumer giant Nestlé.
However this week staff were told by the company that it proposes to close the plant, which also produces branded cereals for supermarkets. Cereal Partners says it intends to switch investment to its factory in Staverton in Wiltshire.
It also said it intends to exit the supermarket cereals market when current contracts come to an end. However it did say it was “open to alternative solutions” for the Bromborough facility. This could include its sale as an ongoing supplier to supermarkets.
In a statement, Cereal Partners said: “Cereal Partners United Kingdom and Ireland (CPUK&I) is talking to employees about proposed changes to manufacturing that would involve a £74m investment at its Staverton factory and the closure of its factory in Bromborough.
“Regrettably, these proposals would put 314 roles at risk of redundancy. The Bromborough factory currently manufactures both branded and supermarket branded cereals.
“Under the proposals, production of branded cereals at Bromborough would be transferred to CPUK&I’s Staverton site where £74m would be invested to expand the factory’s capability and around 60 new roles created.”
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Both the Wirral and Wiltshire factories are operating below capacity, the company added. It also said sales of breakfast cereal are in “significant decline” owing to the changing habits of UK and Irish consumers.
“CPUK&I regrets the potential impact on employees and the immediate priority is to work together to review the proposals while supporting people through this process with care and sensitivity,” the statement added.
“It is important that discussions with employees and their representatives are carried out in a private and respectful way and our people are the first to hear of any future developments.
“There will be no further communication on these proposals until those discussions are complete.”