Kellogg’s has pledged to cut sugar and salt from its children’s cereals by the end of 2022.
The cereal manufacturer said it would invest in making its cereals healthier as part of a decade-long plan to improve its foods so that “they are better for people, the community and the planet”.
Under the plan, Kellogg’s said it will remove 10% sugar from its kids’ cereal range, making them all non-high in fat, salt and/or sugar (HFSS) by the end of 2022. Sugar will also be reduced in its Krave brand cereal.
Kellogg’s added it would cut salt in its cereals by at least 20% by the end of 2022, meaning that four out of the top five selling Kellogg’s cereals – Special K, Corn Flakes, Coco Pops and Rice Krispies – will now be non-HFSS.
Chris Silcock, Kellogg’s UK VP, said: “People are rightly demanding more from companies like ours and everyone expects good food to do a world of good too...That’s why we are launching a new effort to improve our foods.
“It’s built on the work we’ve done over the past number of years to reduce things like sugar and salt while keeping the same great taste people expect from us. And we’ll continue to act here as we know it is important.
“But the impact of our food is much broader than just what goes in the box. It’s about how we grow our ingredients and the impact we have on the planet and how we cook and make our food. It’s also about the social and emotional role of food and how it brings people together.”
As part of the plan, Kellogg’s also launched a new type of smaller cereal box with less air space and packaging. The new boxes will use 191 tonnes less cardboard and plastic annually and, when combined with transport efficiencies, will remove 10% of carbon a year, the firm said.
Campaigners welcomed the move towards healthier formulas but warned reducing sugar by 11% from cereals such as Krave “is not enough”.
Barbara Crowther, Children's Food Campaign coordinator, said: “Even with an 11% reduction in sugar, it still contains as much sugar as giving a child a small chocolate bar for breakfast, so is still not a healthy choice.
“Nine in 10 parents also tell us that the use of cartoon characters on food and drink packaging nudges their children to ask for more unhealthy foods, and we call on Kellogg's to build on the commitment announced today and follow the lead of several UK retailers to also remove these from their packaging.”
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