Nestlé plans to reduce the average sugar content in its breakfast cereal range by a further 10% by the end of 2018.
The target will be achieved through a combination of reformulation and by growing the share of lower sugar variants. It will also mean “225 million fewer teaspoons of sugar in the nation’s diet”, the company said in a statement.
Breakfast cereal is one of nine food categories across which the government has set a voluntary target to reduce sugar content by 20% by 2020. The target is part of the childhood obesity plan, published in August 2016.
The Food and Drink federation, which represents manufacturers, has claimed the targets “won’t be technically possible or acceptable to UK consumers” through reformulation alone. The food industry, including those in the out-of-home sector, will therefore need to reduce portion sizes and encourage consumers to switch to lower-sugar alternatives.
“… breakfast cereals can play a part in the efforts to reduce sugar consumption across the nation,” said Gharry Eccles, UK regional VP of Cereal Partners Worldwide, which makes the breakfast cereals range for Nestlé .