Kellog UK commits to making breakfasts healthier with the launch of its new better starts plan

Sugar is to be reduced in Kellogg’s Coco Pops and Rice Krispies cereals, alongside a reduction in salt content and the launch of a new vegan and organic cereal range. 

Kellogg will reduce sugar across three of its best-selling kids’ cereals.

Sugar in Kellogg’s Coco Pops cereal, one of the best-selling cereals in the UK, will come down by 40 per cent (from 30 grams per 100g to 17 grams).  This is following a reduction of 14 per cent earlier this year, meaning that from 2017 to 2018, it will have halved the sugar in Coco Pops.

Sugar in Rice Krispies cereal will be reduced by 20 per cent, now making it one of the lowest sugar cereals people can buy in the UK, and Rice Krispies Multi-Grain Shapes cereal will see a 30 per cent reduction in sugar per serving.

Kellogg has been able to do this after its food development team came up with clever ways to maximise flavour by using the simple ingredients of cocoa and grains to maintain taste, while reducing sugar, without using artificial sweeteners.