Kellogg’s has announced that it will reduce the sugar content of its cereals aimed at children by 20-40% by next year as part of the government’s childhood obesity plan.
The Better Starts Plan will encourage children to make healthier choices in the morning by consuming favourite brands, only with less sugar. Sugar in Coco Pops, one of the best-selling cereals in the UK, will come down by 40%, from 30g per 100g to 17g, a further reduction from the 14% cut it had earlier this year. This means that from 2017 to 2018, Kellogg’s will have halved the sugar in Coco Pops.
Sugar in Rice Krispies will be cut by 20%, making it one of the lowest sugar cereals in the UK. Rice Krispies Multi-Grain Shapes will be cut by 30%.
However, some brands are not to see a sugar reduction. Kellogg’s will stop making Ricicles from January 2018 and following unsuccessful taste trials of a reduced sugar version, Frosties will now be remarketed as an adult cereal, causing some commentators to criticise Kellogg’s for getting around the rules.
The company says it will no longer run children’s on-pack promotions on Frosties “in recognition of the fact that this cereal now tends to be eaten by more adults than children in the UK”.
Salt will also be reduced across the range. From the start of 2018, Rice Krispies will have a 10% reduction in salt and Rice Krispies Multi-Grain Shapes will have a 50% cut. Over the next year the company will also remove all artificial preservatives from its breakfast foods and will launch a new plant-based cereal range called WK Kellogg, which includes no added sugar, low sugar, organic and vegan options.