It also plans to axe Kellogg’s Ricicles cereal in January 2018, which currently contains 34g of sugar per 100g of cereal.
'Healthier way to start the day'
The revised recipe of Kellogg’s Rice Krispies will be in stores from January 2018 and Coco Pops and Rice Krispies Multi-Grain Shapes from July 2018.
The manufacturer claims it decided to change the recipes after its food development team came up with a way to maximise flavor by using the ingredients of cocoa and grains to maintain taste, while reducing sugar, without using artificial sweeteners.
Oli Morton, managing director, Kellogg’s UK, told BBC Radio 5 ‘people are eating too much sugar at breakfast and throughout the day and consumers are asking for a healthier way to start the day’.
It will reduce the amount of sugar in Coco Pops from 30g per 100g to 17g, a 40% reduction.
"This is following a reduction of 14% earlier this year, meaning that from 2017 to 2018, it will have halved the sugar in Coco Pops," Kellogg's said in a statement.
Sugar in Rice Krispies will be cut by 20% and in Rice Krispies Multi-Grain Shapes it will be reduced by 30% per serving.
Government recommendations
According to the NHS (UK National Health Service) the government recommends children aged between seven and 10 should eat no more than 24g of sugar, or the equivalent of six sugar cubes, per day.
Kellogg’s said the announcement is part of an effort to reduce obesity and related type 2 diabetes figures across the UK, which sugar contributes towards.
According to the NHS, one in every four adults and around one in every five children aged 10 to 11 is obese, which significantly increases a person’s risk of type 2 diabetes.
The manufacturer has also decided to scrap any children’s on-pack promotions on Kellogg’s Frosties, claiming that the cereal tends to be eaten by more adults than children in the UK.
Kellogg's has defended the decision not to reduce sugar in Frosties, claiming 'Tony the Tiger' is an 'adult cartoon' that appeals to adults in their 20s and 30s, according to The Telegraph but Jenny Rosborough, campaign manager, Action on Sugar said she is not convinced that Tony the Tiger doesn't appeal to children.
“Frosties is a very popular cereal, and while Kellogg's claims it is now not aiming it at children, children will still eat it,” she said.
UK Government sugar recommendations
- Adults should have no more than 30g of free sugars a day, (roughly equivalent to seven sugar cubes)
- Children aged 7 to 10 should have no more than 24g of free sugars a day (six sugar cubes)
- Children aged 4 to 6 should have no more than 19g of free sugars a day (five sugar cubes)
In regards to salt reduction, Kellogg’s says it has reduced salt in Kellogg’s cereals by 58% since 1999, and from the start of 2018, it will reduce salt in Rice Krispies in the UK by a further 10% and in Rice Krispies Multi-Grain Shapes in the UK by 50%.
WK Kellogg
BakeryandSnacks reported this month, Kellogg's plans to launch a plant-based cereal range called WK Kellogg, which includes no added sugar, low sugar, organic and vegan options, next year.
The product line includes two granola flavors without added sugar – coconut, cashew and almond; and apricot and pumpkin seeds, as well as two organic cereals made with wholegrain and wheats – classic and raisin flavors.
Kellogg will also introduce a super grain granola that contains cranberry and spelt.
Emma Birks, brand manager UK & Ireland, WK Kellogg, said at the time; “The [cereals] range is crucial to our portfolio.”
“We’re committed to creating foods which suit changing consumer diets and with people increasingly seeking more plant-based foods… The brand will satisfy consumers searching the aisles for organic, vegan-friendly foods with natural flavorings and the ‘no added sugar’ label,” she added.