To celebrate these milestones in its non-HFSS compliance efforts, the breakfast cereal giant commissioned eight up-and-coming artists from around the world to create a series of pieces made entirely out of salt and sugar.
The Kellogg’s Reductive Art Exhibition - A Story of Salt and Sugar opened in London (8 September at the OXO Gallery) and will continue its journey to Paris, France, on 15-16 September.
The unique gallery of artwork includes a 3D breakfast table spread created by Tim Simpson and sculpted out of 50kg of salt, as well as a recreation of Van Gogh’s famous self-portrait by Q Devine, created using 12,000 sugar cubes. Other artists include Gala Bell, Bashir Sultani and Michelle Wibowo, among others.
A literal interpretation
The final exhibits use over 200kg of sugar and salt - the equivalent to two adult gorillas - and is the equivalent of what has been removed from Kellogg’s cereals.
“People today want more from companies like ours. They not only expect food to taste good, but to do a world of good, too,” said a Kellogg’s spokesperson.
“We’re committed to helping address Europe’s chronic lack of fibre by ensuring all of our breakfast foods are either a source of, or high in fibre by the end of 2023.
“As a result, all our children’s cereals are now classified as non-HFSS in the UK. We’ve achieved all of this without using artificial sweeteners, flavours or changing our recipes too much to ensure that our food continues to taste great.
“As part of our continued efforts to support consumers in making healthier food choices we created The Kellogg’s Reductive Art Exhibition – an art installation to help visualise the amount of sugar and salt that has been removed from our cereals.”
The company is hoping the exhibition highlights not only its ongoing commitment to help consumers make healthier breakfast choices, but also that eating healthier can be just as fun, too.
Today, that belief is manifested in Kellogg’s Better Days Promise, the company’s promise to advance sustainable and equitable access to food by addressing the intersection of wellbeing, hunger, sustainability, and equity, diversity and inclusion (ED&I). Kellogg’s Better Days Promise aims to create better days for 3 billion people by the end of 2030.
