Nestle Cereals Becomes First Breakfast Cereal Business to Enter the Metaverse, Joining Forces with Anghami

  • The Nestlé Cereal Metaclub invites fans to experience unique digital attractions in an immersive virtual world.
  • A dedicated corner aims to support the Rainforest Alliance in raising awareness for their sustainability projects and encouraging donations.
  • Anghami’s exclusive partnership with Nestlé provides access to special playlists and complimentary subscriptions.

Dubai, United Arab Emirates–(Newsfile Corp. – April 28, 2023) – Anghami, a music technology platform in the Middle East and North Africa, announces its launch of a collaborative metaverse experience with Nestlé to take fans beyond the cereal bowl with an interactive metaverse experience.

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Nestlé Cereals becomes first Breakfast Cereal business to enter the Metaverse

The Cereals Metaclub will host a vast space with 10 unique virtual attractions on Decentraland, bringing together access to sustainability themed online challenges, NFTs with a digital Anghami lounge featuring specially curated playlists with complimentary 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 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 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 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.

– ENDS –

For more information, please contact:
Layal Dalal, Nestlé Communications Manager, Middle East and North Africa

About Cereal Partners Worldwide
Cereal Partners Worldwide was founded by Nestlé and General Mills in 1990. Since then, the company has grown from strength to strength thanks to its passionate employees and their wealth of experience. Although CPW’s headquarters sits in Switzerland, the company’s reach is global with around 4,000 employees spanning 15 factories and 130 different countries around the world. Cereal Partners Worldwide is behind some of the world’s most iconic breakfast cereals brands – NESQUIK®, CHEERIOS®, LION®, and KOKOKRUNCH® to name a few.

About Nestlé Middle East and North Africa (MENA)
Nestlé’s heritage in the Middle East and North Africa goes back over 100 years with the sale of the first Infant Cereals in Egypt. Today, Nestlé operates 24 Food & Beverage factories across the 19 countries of the MENA region; and provides direct employment to more than 15,000 people who are all committed to Nestlé’s purpose of Enhancing Quality of Life and Contributing to a Healthier Future. Nestlé MENA also provides indirect employment across the region to several thousand more.

The Nestlé portfolio in the region currently exceeds 60 innovative product brands in a wide range of categories: Dairy, Infant Nutrition, Coffee and Creamers, Confectionery, Bottled Water, Breakfast Cereals, Culinary products, Health Science, and Pet Care, among others. Nestlé Nido, Nestlé Cerelac, Nestlé NAN, S-26, Progress, Nescafé, Nespresso, Bonjorno Café, Coffee-mate, KitKat, Maggi, Nestlé Fitness, Nestlé Pure Life, Optifast, and Purina Friskies are just some of the brands available in the Middle East and North Africa.

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About Anghami Inc.
The first, most-established and fastest-growing music technology platform in the Middle East and North Africa region, Anghami is the go-to destination for Arabic and international music, podcasts and entertainment. With an extensive ecosystem of music, podcasts, events and more, Anghami provides the tools for anyone to create, curate and share their voice with the world. Launched in 2012, Anghami was the first music-streaming platform in MENA to digitize the region’s music. Today, it has the largest catalog comprising 72 million songs and licensed content from leading Arabic labels, independent artists and distributors, available for 75 million registered users.

Anghami has established 40+ telco partnerships to facilitate subscriptions and customer acquisitions, in parallel to building long-term relationships with, and featuring music from, major music labels including Universal Music Group, Sony Music Entertainment, Warner Music Group and the Merlin Network. Anghami is constantly licensing and producing new and original content. Headquartered in Abu Dhabi, Anghami has offices in Beirut, Dubai, Cairo, and Riyadh and operates in 16 countries across MENA. It has recently expanded into the US and Canada, with Europe in the pipeline. It is the only service available in English, Arabic and French, and remains close to its customer base, not only thanks to its pan-regional presence but also via the 56 million user data points it generates every day. To learn more about Anghami, please visit:

About the Rainforest Alliance
The Rainforest Alliance is an international non-profit organization working in more than 70 countries at the intersection of business, agriculture and forests. The organization is creating a more sustainable world by using social and market forces to protect nature and improve the lives of farmers and foresters. By bringing farmers, forest communities, companies and consumers together it addresses some of the most pressing social and environmental challenges of today. The organization changes the way the world produces, sources and consumes, with a focus on cocoa, coffee, tea, bananas, forest products and palm oil through its certification program, tailored supply chain services, landscape and community work and advocacy. In 2019, more than five million hectares of land and more than two million farmers were certified according to the Rainforest Alliance or UTZ standards, which are designed to improve economic, environmental, and social sustainability.

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