Portion sizes are based on historic data about the actual amount of cereal people pour in their bowl.
They’re important as they help people make their own mind up about the amount of calories and nutrients they want to eat. Portion sizes also help prevent food waste – more than 51,000 tonnes of cereal is needlessly thrown away each year in the UK because it’s left uneaten in the bowl.
We have four different portion sizes for our products: 30g, 40g, 45g and two biscuits. We do this because different cereals have different densities, for example mueslis are denser than puffed cereals. The denser the cereal, the higher the portion size