UK – Kellogg UK has announced the launch of its Better Starts Plan, which by the end of 2018, will overhaul its breakfast cereals to help people in Britain make healthier choices in the morning.

According to the company, it will reduce sugar in its Kellogg’s Coco Pops and Rice Krispies cereals, launch a new vegan and organic cereal range and continue salt reduction work.

Sugar in Kellogg’s Coco Pops cereal, one of the best-selling cereals in the UK, will come down by 40% (from 30 grams per 100g to 17 grams).

This follows a reduction of 14% 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%, 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% reduction in sugar per serving, says the company.

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.

Kellogg also said it would 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 UK.

Salt reduction

The company will go further to tackle salt, as well.

From the start of 2018, Kellogg UK will reduce salt in Kellogg’s Rice Krispies cereal in the UK by a further 10% and in Rice Krispies Multi-Grain Shapes cereal in the UK by 50%.

Significant salt reductions have already been made, with Kellogg reducing salt in UK cereals by 58% since 1999.

It will also launch a new plant-based cereal range called WK Kellogg, which includes no added sugar, low sugar, organic and vegan options.

“Kellogg has a long tradition of helping improve the nation’s diet – from pioneering high fibre foods in the early 1900’s to adding folic acid to our products in the 1970s; from launching a long-term salt reduction plan in the late 1990s, to adding vitamin D to all our kid’s cereals in 2000s,” said Oli Morton, Kellogg UK, managing director.

“We know we have a responsibility to continuously improve the nutrition of our food.

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.”

“That’s why today we are announcing more changes to our foods so that we can continue to support people in making better choices.

Our shoppers have told us that taste is still important to them so we’ve worked hard to ensure that our new recipes are just as delicious.

We will continue to listen to people about how we can improve our food.”