Nestle Cereals becomes first breakfast cereal business to enter the Metaverse

Editorial | | Reading Time: 3:12 minutes

Dubai: Cereal Partners Worldwide, the maker of Nestlé Breakfast Cereals and a leading breakfast cereal business in the world, is taking fans beyond the cereal bowl with an interactive metaverse experience.

The Nestlé Cereals Metaclub will host a vast space with 10 unique virtual attractions on Decentraland, bringing together access to sustainability themed online challenges, NFTs with real life rewards, and a digital Anghami lounge featuring specially curated playlists with free Anghami Plus subscriptions.

“Living up to our purpose to “Make Breakfast Better”, we are excited to be the first Breakfast Cereal Business to enter the metaverse and aim to create immersive and rewarding experiences for our consumers to enjoy and connect with our brands while raising awareness with our dedicated sustainability attractions”. said Nehmatallah Younes, Business Executive Office, Cereal Partners Worldwide, Middle East & North Africa

“Our Nestlé Cereals Metaclub offers a unique channel to engage and connect with younger audiences, educate them on the topics of sustainability, while taking them through an omnichannel brand experience,” said Bahaa Boulmona, Brand Manager, Cereal Partners Worldwide, Middle East & North Africa.

Qossay Al Sattari, Distribution Partnerships Lead, Anghami, commented: “At Anghami we strongly believe in innovation and in offering customers unique entertainment experiences that have a positive social impact. This initiative is a great example of innovation meeting sustainability.”

With a special focus on regenerative agriculture, the Nestlé Cereals Metaclub features a dedicated Rainforest Corner, in partnership with the Rainforest Alliance, to raise awareness for sustainability projects and encourage donations. A Nestlé Cocoa Plan Zone further spotlights how cocoa is responsibly sourced, and a virtual breakfast cereal factory – modelled after Nestlé’s Karacabey Factory in Turkiye – highlights how renewable energy is efficiently used.

To enter the Nestlé Cereals Metaclub, users can simply choose their favorite avatar and start exploring the space.

Cereal Partners Worldwide is behind some of the world’s most iconic breakfast cereals brands – NESQUIK®, CHEERIOS®, LION®, and KOKOKRUNCH® to name a few.