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Kellogg's to cut sugar in kids' cereals by up to 40%

Kellogg's to cut sugar in kids' cereals by up to 40%

The manufacture claims it 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.

Sugar levels will be cut in popular kid's cereals Coco Pops, Rice Krispies, and Rice Krispies Multi-Grain Shapes by up to 40 percent.

Commenting on the announcement, Jenny Rosborough, campaign manager at Action on Sugar told HuffPost UK: "We are encouraged by Kellogg's sugar reduction plans and the recent changes they've made and would now like to see this ambition rolled out across their whole portfolio of cereals".

Louis tweeted at Kelloggs: "What's this I'm hearing about you lot getting rid of ricicles".

The move comes amid growing pressure on food firms to help combat Britain's obesity problem.

"It will also no longer run any 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 United Kingdom".

Cereal fans have been left devastated by the not-so-sweet news that Kellogg's is to discontinue Ricicles from January. Earlier this year, the company had reduced 14% sugar in Coco Pops.

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The move will also see Kellogg's cutting down on sugar in their best-selling cereals, and putting an end to on-pack promotions aimed at children on Frosties.

The company is also trying to capitalise on a trend among adults to eat healthier food with a new line of plant-based cereals to be launched in the new year, including low-sugar, organic and vegan options.

However, the PHE welcomed Kellogg's revamp.

Children aged between seven and 10 should eat no more than 24g of sugar, or the equivalent of six sugar cubes, per day, as per the United Kingdom government recommendation.

Kellogg's will also make efforts to tackle salt content in its products.

"We know we have a responsibility to continuously improve the nutrition of our food", said Jim McNeill, managing director of Kellogg's Irish division. We recognise, 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.