Kellogg’s UK is continuing its decade long drive to make its products healthier with a promise to cut the sugar content in its children’s cereals by 10% and salt by 20%.
The move will mean all the cereals are no longer classed as high in fat, salt and sugar (HFSS) by the end of next year.
It also plans to cut the sugar in Krave, a cereal which is aimed at young adults, by an average of 11%. And a reduction in salt in its Special K brand will see it become non-HFSS, alongside Coco Pops, Corn Flakes and Rice Krispies.
The move comes ahead of a government crackdown on HFSS foods planned for next year, which will involve restrictions on the advertising and promotion of such products.
Kellogg’s product changes are part of its new ‘Wellbeing Manifesto’, which includes pledges to reduce its carbon footprint and support the feeding of people in need.
Alongside recent moves to ensure the packaging of its brands such as Pringles is recyclable, the food company has launched a new type of smaller cereal box with less air space and packaging. Kellogg’s claims this will result in it using almost 191 tonnes less cardboard and plastic annually which, combined with transport efficiencies, will remove 10% of carbon a year.
The new boxes for its brands such as Special K and Bran Flakes will include the same weight of cereal and roll off production lines in its factories in Manchester and North Wales this year.
As part of the company’s efforts to help feed those who need it most, it has also pledged to feed 10 million people in the UK by the end of 2030 through its long-standing breakfast club programme and partnerships with charities FareShare and Magic Breakfast.
Kellogg’s UK VP, Chris Silcock, said: “People are rightly demanding more from companies like ours and everyone expects good food to do a world of good too. We agree. 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.”
