Kellogg to cut sugar in UK Coco Pops stable

Posted by Nicole Eckersley on 5th August 2010

Kellogg is to cut the amount of sugar in its Coco Pops cereals in the UK as part of a revamp of the range that includes a new, healthier line aimed at kids dubbed Choc N’ Roll.

The US food giant said yesterday it would reduce the sugar in its Coco Pops stable by 15% by the middle of next year, cut the amount of sugar per serving to one-and-a-half teaspoons and remove artificial sweeteners.

The number of calories in each serving of Coco Pops would remain at 116, Kellogg said.

A revamped Coco Pops Moons & Stars will relaunch early next year, while the original Coco Pops, Coco Pops Mega Munchers and Coco Pops Rocks will go on sale with the new nutritional profile by the middle of 2011, the company explained.

“We’ve listened to what mums are saying and we’re responding. They want a balance: lower sugar cereals that children will still eat,” Greg Peterson, MD of Kellogg UK, said. “We’ve invested millions of pounds and thousands of staff hours over the last two years to make this happen and will do this without compromising the taste people love.”

The Choc N’ Roll line includes high fibre, wholegrain, lower levels of salt and sugar, and low saturated fat. Kellogg said the product passes the Food Standards Agency’s (FSA) nutrient profile.

“We’ve undertaken a huge effort to ensure this works, including investing two years in developing this food so it meets some of the most rigorous nutritional standards in the world,” Peterson said. “We’ve also priced it cheaper than any other branded chocolate cereal on the supermarket shelf and we’re spending GBP3m promoting it. It is now up to Mums to make their choice.”

Choc N’ Roll will have an RSP of GBP1.89 for a 350g packet.

just-food is the world’s leading portal for the global pre-packaged food and retail industries. Its daily mix of breaking news, views, analysis and research serves over 100,000 food executives each month.