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Kellogg Wellbeing Manifesto


  • Air sucked out of cereal packs to reduce carbon footprint
  • 10 per cent sugar and 20 per cent salt removed from its cereals
  • Pledge to feed more than 30 million people in need

Cereal and snacks giant Kellogg Europe has unveiled a new decade-long plan to further improve its foods so that they are better for people, the community and the planet.

Over the next 10 years, the company will tackle salt and sugar, make its kid’s cereals even better, increase fibre, feed more people in need and address the carbon footprint of both its packaging and operations across the continent.

The raft of measures was announced today as Kellogg Europe launched a new Wellbeing Manifesto for its European business, setting out its ambition to make good food that does a world of good too.

Without affecting taste, at least 20 per cent of salt will be removed from its cereals by the end of 2022. Again, without affecting taste, sugar will decrease by 10 per cent across the same time frame in cereals aimed at children. As a result, all its children’s cereals will now be classified as either Nutri-Score B or better in the European Union and non-HFSS in the UK.


Kellogg Wellbeing Manifesto

Kellogg will help address Europe’s chronic lack of fibre by ensuring many of its breakfast foods are either a source or high in fibre by the end of 2023.

700 tonnes of carbon will be stripped out of the company’s operations as a result of planned changes to its packaging too.

It will launch a new type of cereal box with less air space and packaging. This means the company will use almost 190 tonnes less cardboard and plastic annually which, combined with transport efficiencies, will remove 700 tonnes of carbon a year.

The new packs will include the same weight of cereal and will roll off production lines in its Manchester, England, manufacturing facility this Spring. They will be available in several European countries including Belgium, France, Spain, Italy and the UK.

As part of the company’s continued efforts to help feed those who need it most through its Better Days global purpose platform, Kellogg Europe has pledged to feed more than 30 million people across the continent by the end of 2030.

Kellogg Europe President, Dave Lawlor, said: “People are rightly demanding more from companies like ours and everyone expects good food to do a world of good too. We agree. That’s why we are launching a major new plan to improve our foods.

“Over the past years we’ve done a lot of work to reduce things like sugar and salt while keeping the same great taste people expect from our foods. And, we’ll continue to act here as we know it is important.

“But the impact of our food is much broader than just what goes in the box. It’s about how we grow our ingredients and the impact we have on the planet and how we cook and make our food. It’s also about the social and emotional role of food and how it brings people together.”

The new wellbeing action plan is designed to build on Kellogg Europe’s efforts over the last decade to feed people in need, support European farmers and help people make healthier and more sustainable choices.

Since 2015 across the continent of Europe, Kellogg has helped feed 18 million people by supporting foodbanks and school feeding programmes, improved the soil health of 14,000 hectares of farm land through its Origins farmers programme and removed 34,000 tonnes of sugar from the diet of consumers by reducing sugar.

It also comes on the back of work to source more of its ingredients from Europe, like wheat from UK, sugar beet from France and rice from Spain and Italy.

“Our company was founded in 1906 by a visionary vegetarian who believed that a plant-based diet was the right diet. What we are announcing today is a continuation of that idea but updated for the 21st century by looking at the total impact of our food on people and the planet. We are committed to this work and we will continue to make progress and to play our part,” concluded Dave.