Kellogg's bows to sweet pressure over sugar

Kellogg's is reducing the sugar content in a range of its breakfast cereals by 15 per cent.

The drop will be introduced next year to the four Coco Pops products currently on the market, lowering the level from the current 35 per cent sugar to 29.75 per cent.

The new level will still be almost double the maximum amount recommended by the Food Standards Agency (FSA) of 15 per cent.

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Kellogg's UK managing director Greg Peterson said: "We have listened to mums. They want a balance: lower sugar cereals which children will still eat. We have 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."

Kellogg's is the latest company to reduce levels of salt and sugar in products in line with FSA recommendations.

But campaigners said Kellogg's should have cut more sugar and should have acted faster.

National Obesity Forum spokesman Tam Fry said: "Fifteen per cent is better than nothing but we have been waiting for much more."

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