Kellogg’s commits to healthier breakfasts

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



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1 December 2017

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Sugar in Kellogg’s Coco Pops cereal, one of the bestselling cereals in Ireland, will come down by 40% (from 30 grams per 100g to 17 grams), as part of a drive by the company to promote healthier options. This is following a reduction of 14 per cent earlier this year meaning that from 2017 to 2018, Kellogg’s will have halved the sugar in Coco Pops.

Sugar in Rice Krispies cereal will be reduced by 20 per cent, now making it one of the lowest sugar cereals people can buy in Ireland, and Rice Krispies Multi-grain Shapes cereal will see a 30% reduction in sugar per serving.

The company says it has been able to do this after its food developers came up with new ways of using flavours and grains to maintain taste while reducing sugar – without using artificial sweeteners.


Kellogg will also go further to tackle salt in the new initiative. Significant salt reductions have already been made, with Kellogg reducing salt in cereals sold in Ireland by 58 per cent since 1999. From the beginning of 2018, it will reduce salt in Kellogg’s Rice Krispies cereal by a further 10 per cent and in Rice Krispies Multi-grain Shapes cereal, by 50 per cent.

Jim McNeill, Kellogg Ireland, managing director, says Kellogg has a long tradition of helping improve the Ireland’s diet. “We pioneered high fibre foods in the 1930s and added folic acid to our products in the 1970s,” he says. “In the late 90s we launched a long-term salt reduction plan, and added vitamin D to all our kids’ cereals in 2000s.

“That’s why today we are announcing more changes to our foods,” McNeill adds, “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.”




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