COCO DROPS
Kellogg’s cuts 40% of sugar from its cereal
KELLOGG’S has slashed the amount of sugar in its Coco Pops breakfast cereal by 40%.
The revamped recipe, which also has 10% less salt, now has 17g of sugar per 100g, rather than 30g.
Levels were already cut by 14% this year. It puts it ahead of the Government’s goal of 20% less sugar in cereal and snacks by 2020.
Bridget Briggs, of Kellogg’s, said: “We have listened to people who buy Coco Pops. We have taken sugar out and added more cocoa. We haven’t used artificial colours, sweeteners or preservatives.”
Kellogg’s said it took three-anda-half years to reformulate the recipe, which in taste tests 85% of children said they liked as much.
It is out this week and may save Coco the monkey. MPs want a ban on characters plugging unhealthy food. Health campaigners urged others to follow Kellogg’s.
Prof Graham MacGregor, chair of Action on Sugar, said: “We hope Kellogg’s will reformulate all of their cereals and set an example for all other food manufacturers.
“We need mandatory sugarreduction targets with strict penalties for those who don’t comply.”
Public Health England says nearly two-thirds of adults and a third of children are overweight.