Kellogg’s UK to slash sugar content in popular kids’ cereals

By Alexandra McCarthy |

I Quit Sugar: Kellogg’s UK to slash sugar content in popular kids’ cereals

  • Kellogg’s in the UK have just announced they’re set to reduce the sugar content in its Coco Pops cereal by 40 per cent next year.
  • Rice Krispies is set to see a 20 per cent cut in its amount of sugar.
  • And, all on-pack promotions aimed at children will also be removed from boxes of Frosties.

We woke this morning to news that cereal giant, Kellogg’s, will be reducing the sugar content of some of its children cereals in 2018…

But, just how much are they taking out? Choccy cereal Coco Pops currently sits at 30 grams of sugar per 100 grams of cereal. With a 40 per cent reduction on the cards, this will take the sugar content down to 17 grams. The Aussie version of Coco Pops currently contains 36.5 grams of sugar per 100 grams (around 9 teaspoons!).

Next up is Rice Krispies (known as Rice Bubbles in Australia), which will see a 20 per cent drop in sugar, while Rice Krispies Multi-Grain Shapes will see a 30 per cent reduction. While this is undoubtedly a step in the right direction, it’s still not enough to effect real change and educate people on what they should be eating for brekkie.

Dr Anna Robins, a lecturer in exercise, nutrition and health at the University of Salford has echoed this sentiment.

“Any move to be helping the general public to make healthier choices is a good one. [But] I don’t think they’re going far enough to be making these cereals a healthy option in the morning,” she said.

Not only are these cereals swimming in sugar, but they offer zero nutritional value. Starting your day off with a big bowl of sugar and milk isn’t going to sustain you for very long. Instead, we recommend filling your brekkie bowl with protein, healthy fats and veggies, or make whole food versions of cereal, like our Chocolate Coco-Nutty Granola.

Kellogg’s UK is also in hot water for its attempt to rebrand Frosties as an adult cereal. While the box will still feature the classic image of Tony the Tiger, the company will stop including promotions aimed at children on their packs in order to skirt the UK government’s decision to name and shame companies who target children with sugary products, which is due to come into effect from 2020.

If this isn’t a perfect time for a sugar tax, then we don’t know when is…

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