Kellogg’s Announces Plans to Cut Sugar in Cereals by Up to 40%

Kellogg’s is to cut the amount of sugar in its three top selling children’s cereals by between 20% and 40% by the middle of next year.

The lines are Coco Pops, Rice Krispies, and Rice Krispies Multi-Grain Shapes. Moreover, Kellogg’s will also stop selling Ricicles and end on-pack promotions aimed at children on Frosties.

Kellogg’s UK managing director Oli Morton told Radio 5 Live’s Wake Up To Money podcast that “consumers are asking for a healthier way to start the day”, according to BBC.

Morton said the company recognized “people are eating too much sugar at breakfast and throughout the day”. It plans to reduce the amount of sugar in Coco Pops from 30g per 100g to 17g, a 40% reduction.

“This is following a reduction of 14% earlier this year, meaning that from 2017 to 2018, it will have halved the sugar in Coco Pops,” Kellogg’s also said in a statement.

Sugar in Rice Krispies will be cut by 20% and in Rice Krispies Multi-Grain Shapes it will be reduced by 30% per serving. The new Coco Pops recipe, which is due to be introduced in July 2018, will mean that a 30g serving of the cereal will contain 5.1g of sugar, or just over one 4g sugar cube. That compares with 9g, or more than two sugar cubes, under the old recipe, according to BBC.