Wirral site was earmarked for closure earlier this year, but union says workers jobs now protected with enhanced conditions
The Cereal Partners site in Bromborough has been saved, according to the GMB union
Workers are celebrating at a Merseyside factory that was threatened with closure earlier this year and where more than 300 jobs were at risk. In March the ECHO revealed fears the Cereal Partners factory in Bromborough, Wirral could be shut down.
The 314 workers based at the factory – which currently manufactures branded and supermarket-branded cereals – were told the proposals would see investment redirected to Staverton in Wiltshire, with all their roles at risk of redundancy if so.
Speaking at the time, a spokesperson for Cereal Partners UK and Ireland (CPUK&I), 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 company said the potential move would have seen production of branded cereals at the Bromborough factory transferred to the Staverton site, where £74m was to be invested to expand the factory’s capability and around 60 new roles created.”
The firm said it was also considering ending its production of supermarket-branded cereals and exiting the supermarket branded cereals business at the end of its current contracts.
However, as the year draws to a close, the GMB union has reported a remarkable turnaround in the fortunes of the Merseyside factory.
The Cereal Partners site in Bromborough has been saved, according to the GMB union
The union has reported the threat of closure for the factory has been seen off, with 250 jobs saved and better pay and conditions secured for those workers.
From December, GMB confirmed these workers have transferred to a new company called Sincereal and will have a strong new package of terms and conditions.
This will include enhanced redundancy terms, protected for three years post-transfer, an improved pension scheme and more than £10,000 in bonuses.
While the majority of roles linked to the factory have been saved, some will be lost by the end of 2027, but GMB said it has worked to manage these departures through voluntary redundancies as much as possible.
Speaking about the turnaround, Matthew Denton, GMB Regional Organiser, said: “This is a fantastic outcome compared to the original proposal.
“It shows the power of collective action; when workers stand together in a union, we win real results.
“We’ll continue to support members through the TUPE process and the next phase of consultation.”
The ECHO has attempted to contact CPUK&I for a response.