Manchester, U.K. – Kellogg UK announced it will reduce sugar in three of its best-selling kids’ cereals by up to 40 per cent in 2018.
Sugar in Kellogg’s Coco Pops cereal will come down by 40 per cent (from 30 grams per 100g to 17 grams), the company said in a news release. This is following a reduction of 14 per cent earlier this year, meaning that from 2017 to 2018, the company will have halved the sugar in Coco Pops.
Sugar in Rice Krispies cereal will be reduced by 20 per cent, and Rice Krispies Multi-Grain Shapes cereal will see a 30 per cent reduction in sugar per serving.
The company said its food development team developed a way to maintain taste using cocoa and grains and to reduce sugar without using artificial sweeteners.
Kellogg also will stop making Ricicles cereal in January 2018 and will also no longer run children’s on-pack promotions on Kellogg’s Frosties in recognition of the fact that this cereal now tends to be eaten by more adults than children in the U.K.
Beginning in 2018, it also will reduce salt in Kellogg’s Rice Krispies cereal in the U.K. by 10 per cent and in Rice Krispies Multi-Grain Shapes cereal in the U.K. by 50 per cent.
“We know we have a responsibility to continuously improve the nutrition of our food,” said Oli Morton, Kellogg UK, managing director. “We recognize, based on national dietary survey data, that people are eating too much sugar at breakfast and throughout the day and that people need more options, such as organic and vegan.”
Below is nutritional information for Kellogg UK cereals:
| Product | Reformulation date | Sugar before | Sugar after | Per cent sugar reduction | Salt before | Salt after | Per cent salt reduction |
| Coco Pops | Feb 2017 | 35g | 30g | 14% | – | – | – |
| Coco Pops | July 2018 | 30g | 17g | 40% | 0.75 | 0.68 | 9% |
| Rice Krispies | Jan 2018 | 10g | 8g | 20% | 1.13 | 1.0 | 10% |
| Rice Krispies Multi-grain Shapes | July 2018 | 21g | 15g | 30% | 0.38 | 0.18 | 50 |
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