Nestlé pledges to reduce sugar in Shreddies and other popular breakfast cereals

Nestlé pledges to reduce sugar in Shreddies and other popular breakfast cereals

Popular breakfast cereals such as Cheerios and Shreddies are set to receive a health boost, after the food and drink giant Nestlé announced its commitment to reducing their sugar content by 2018.

Cereal Partners Worldwide – the company which manufactures Nestlé cereal – has pledged to reduce the amount of sugar in its cereals by 10 per cent over the next year, which equates to approximately 225 million teaspoons of sugar being eradicated from the UK’s diet.

Nestlé says it has already reduced the average sugar content in its cereals by 15 per cent in the UK since 2010, and this next reduction will be achieved through reformulation and by increasing the amount of whole grain.

Gharry Eccles, regional vice president of Cereal Partners Worldwide, said: “We believe breakfast is the most important meal of the day and our cereals provide vitamins, minerals and fibre to the diet.

“We also know that breakfast cereals can play a part in the efforts to reduce sugar consumption across the nation. Offering consumers healthier and tastier cereals is one of our top priorities, and we are determined to make breakfast better for everyone.

“We’ll take every opportunity to drive forward improvements across our range. For example, by the end of this year, our cereals will be free from artificial flavours and colours across our entire product portfolio.

“Making these improvements is crucial to us offering better choices for our consumers while retaining the same great taste,” he continued.

Currently, the NHS advises that adults consume no more than 30g (approximately seven sugar cubes) of free sugars each day, while children are advised to have less.

“This is a major step from Cereal Partners and a good sign of its commitment to reduce sugar in Nestlé breakfast cereals,” said Alison Tedstone, chief nutritionist at Public Health England (PHE).

“While there is a long way to go to drive sugar consumption down to recommended levels, we believe this announcement will encourage other companies to make significant reductions and produce healthier products to meet the government’s 20 per cent target by 2020.”

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