We support the salt awareness message – and put it on packs of our no added salt foods – but it’s wrong to say that breakfast cereals are big contributor to salt intakes. Cereals account for less than 3% of the salt we put in our shopping baskets every year – if you want to address public health there are more obvious foods to focus on.
A bowl of Rice Krispies gives you less than a tenth of your daily allowance for salt and over the next couple of months we’ll reduce that by a further 20%. We’ve been reducing salt in our cereals, by a total of 40%, for the last 10 years – that’s why we’re disappointed to be singled out in this campaign and, given that the FSA also say that breakfast is the most important meal of the day, we’d be even more disappointed if people were left wondering what they should serve for breakfast if toast and cereals were off the menu.
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breakfast Corporate Salt