kel oggs
Cereal maker Kellogg is reformulating Coco Pops to cut the levels of sugar and boost the fibre content, as well as launching a new variant with nutritional properties that would allow it to be advertised on kids' TV.
Sugar levels in existing Kellogg's Coco Pops cereals will be cut by 15% by the middle of next year and replaced with starch from grains and glucose syrup. No artificial sweetners will be added and the calorie count will remain the same – around 116 per portion.
Kellogg says the move will cut sugar consumption in the UK by 750 tonnes, with 29 million boxes sold annually. Products affected are original Coco Pops, Coco Pops Mega Munchers and Coco Pops Rocks.
Even after the cuts, these will still be barred from advertising around children's television programmes because they still fall within the HFSS (high in fat, salt and sugar) nutritional profile as set out by the Food Standards Agency.
The new product, Coco Pops Choc N'Roll launches later this month, backed with a £3m marketing spend. It has been formulated so that it does fall outside the HFSS profile.
Kellogg, however, has chosen not to target children with the campaign. Instead, ads are aimed at mothers with a message that it is a breakfast cereal that will appeal to children, but is also high in fibre and contains vitamin D, which many people's diets lack.
Greg Peterson, Kellogg's UK managing director, said: "We've listened to what mums have been saying and we’re responding. They want a balance – lower sugar cereals which children will still eat.
"We've invested millions of pounds and thousands of staff hours over the past two years to make this happen, and will do this without compromising the taste people love."
Further cuts to sugar levels could be made in the future as long as people’s palates can keep up, Kellogg
Sugar levels in existing Kellogg's Coco Pops cereals will be cut by 15% by the middle of next year and replaced with starch from grains and glucose syrup. No artificial sweetners will be added and the calorie count will remain the same – around 116 per portion.
Kellogg says the move will cut sugar consumption in the UK by 750 tonnes, with 29 million boxes sold annually. Products affected are original Coco Pops, Coco Pops Mega Munchers and Coco Pops Rocks.
Even after the cuts, these will still be barred from advertising around children's television programmes because they still fall within the HFSS (high in fat, salt and sugar) nutritional profile as set out by the Food Standards Agency.
The new product, Coco Pops Choc N'Roll launches later this month, backed with a £3m marketing spend. It has been formulated so that it does fall outside the HFSS profile.
Kellogg, however, has chosen not to target children with the campaign. Instead, ads are aimed at mothers with a message that it is a breakfast cereal that will appeal to children, but is also high in fibre and contains vitamin D, which many people's diets lack.
Greg Peterson, Kellogg's UK managing director, said: "We've listened to what mums have been saying and we’re responding. They want a balance – lower sugar cereals which children will still eat.
"We've invested millions of pounds and thousands of staff hours over the past two years to make this happen, and will do this without compromising the taste people love."
Further cuts to sugar levels could be made in the future as long as people’s palates can keep up, Kellogg