Shreddies are a breakfast cereal first produced in Canada in 1939 by Nabisco. The Shreddies brand is held by Post Consumer Brands in Canada and elsewhere, and Nestlé in the United Kingdom and Ireland. Manufacture In Canada, production began in 1939 at Lewis Avenue, Niagara Falls, Ontario. Shreddies were produced under the Nabisco name until the brand in Canada was purchased in 1993 by Post Cereals, whose parent company in 1995 became Kraft General Foods, which sold Post to Ralcorp in 2008 and is now Post Foods Canada Corp., a unit of Post Holdings, which was spun off from Ralcorp in 2012. In the United Kingdom, the cereal was first produced by Nabisco's former UK division but was later made by Cereal Partners under the Nestlé brand at Welwyn Garden City. The factory opened in 1926 and began making Shreddies in 1953. The site was briefly owned by Rank Hovis McDougall in 1988, which sold it to Cereal Partners in 1990. Nestlé's site at Staverton, Wiltshire started making Shreddies in 1998, and all production was moved there in 2007. Marketing in the United Kingdom For many years in the UK, the Shreddies boxes featured Tom and Jerry. They regularly featured gifts in the boxes featuring Tom and Jerry, such as glow-in-the-dark stickers sets and puzzle books. In around 1992, Frosted Shreddies had the mascot of Jack Frost, wearing a blue jumper, a red scarf, and red and light blue gloves. From 1995, Shreddies' advertising campaigns featured an antagonist of a big teethed blue monster named Mr. Hungry who was a cartoon personification of "Hunger". His goal was to taunt hungry individuals by drumming on their stomachs with a pair of silver spoons after saying "Ha Ha! Hunger Strikes!" Mr. Hungry was then dispatched when the victim consumed a bowl of Shreddies, sealing him inside a cage. Despite his troublesome persona, Mr. Hungry was frequently used as a mascot for the cereal during this period. The message during this time was "Shreddies keep hunger locked up 'til lunch" and most ads ended with a box of Shreddies rolling up in front of Mr. Hungry, who then gets crushed between it and a box of Frosted Shreddies zooming in from behind him. For a while in the early 2000s, Frosted and Coco Shreddies were advertised as "too tasty for geeks". The advertisements featured "geeks" trying to eat a bowl of either Frosted