- 15% reduction in sugar on existing Kellogg’s Coco Pops cereal range by mid-2011
- Sugar levels reduced to one and a half teaspoons per serving
- Vitamin D added
- Launch of new cereal variety, Coco Pops Choc N’ Roll – a balanced breakfast of less sugar & salt, high fibre, wholegrain
Manchester, 4 August 2010: The Kellogg Company UK today is announcing significant enhancements to its Kellogg’s Coco Pops cereals including a reduction in sugar, the addition of vitamin D and the launch of Coco Pops Choc N’ Roll cereal, with nutrition credentials that pass the stringent Food Standards Agency’s nutrient profile. The announcement is consistent with Kellogg Company’s continuous journey to improve the nutrition profile of its products, both current and new, without compromising taste.
By mid-2011, Kellogg will remove 15 percent of sugar in all its Kellogg’s Coco Pops cereals, effectively reducing sugar content to one and a half teaspoons per serving and removing almost 750 tonnes of sugar from the nation’s diet annually.
The sugar will be replaced with starch from grains and glucose syrup; no artificial sweeteners will be used. Calories will be maintained at around 116 calories per serving.
The move by Kellogg will help busy mums have less sugar in their childrens’ food and provide a balanced start to the day. A portion of Coco Pops cereal will now provide around 10 percent of a child’s Guideline Daily Amount (GDA) of sugar. At the same time, a portion of any Coco Pops cereal will provide 10 percent of the recommended daily amount of vitamin D, which British children don’t get enough of despite the fact it is essential for bone health.
This planned sugar reduction applies to all four Kellogg’s Coco Pops cereals sold in the UK. Coco Pops Moons & Stars will re-launch in early 2011. Renovated Coco Pops original, Coco Pops Mega Munchers and Coco Pops Rocks will launch by the middle of next year.
“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,” Greg Peterson, Kellogg UK managing director, 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.”
This marks the first move in an ongoing programme to improve the nutrition profile of the entire Coco Pops cereal line. Looking ahead, the company also aims to further reduce the sugar content in its Coco Pops products, provided they pass consumer taste tests.
“This is a process, so while we’ve announced we are taking 15 percent of sugar out by mid- next year, we will go further if we can take peoples’ palates with us,” he added.
Kellogg Launches New Coco Pops Choc N’ Roll
Kellogg is also announcing the launch of a new cereal, Kellogg’s Coco Pops Choc N’ Roll, offering mums a lower salt, lower sugar, low saturated fat, high fibre, wholegrain and fortified chocolate cereal her kids will eat.
“The bottom line is mums don’t want their children to skip breakfast. The fact is one in five do, and spend £656 million a year on a sweet shop breakfast on the way to school,” Peterson said.
“Coco Pops Choc N’ Roll cereal helps children have a great tasting and balanced start to the day. 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. We’ve also priced it cheaper than any other branded chocolate cereal on the supermarket shelf and we’re spending three million pounds promoting it. It is now up to mums to make their choice.”
The balance of nutrients in Kellogg’s Choc N’ Roll means the cereal passes the Food Standards Agency’s nutrient profile and Kellogg confirmed an existing product in the Coco Pops range would also pass the FSA’s nutrient profile following further renovation in mid 2011.
Kellogg’s Choc N’ Roll cereal will be on supermarket shelves in August, with a suggested price of £1.89 per 350g packet (Coco Pops Original price £2.20).
Brits eat 29 million boxes of Kellogg’s Coco Pops cereal each year and 40% of UK households with kids have Coco Pops in their kitchen cupboard.[1]
ENDS
Further information from the Kellogg’s press office on 0161 869 5500.
Notes to editors:
- One teaspoon equals 5 grams
[1] Source: IRI, 52 w/e 27 Mar, 10
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