Kellogg’s has announced it will cut the amount of sugar in three of its top selling children’s cereals before the middle of next year.

Popular brands Coco Pops, Rice Krispies, and Rice Krispies Multi-Grain Shapes will see their sugar content reduced by between 20% and 40%. Kellogg’s will also stop selling Ricicles and will no longer run on-pack promotions on Frosties that are aimed at children.

Kellogg UK’s managing director Oli Morton said: “Consumers are asking for a healthier way to start the day. Taste and health have to go hand in hand.” 

From July 2018, the amount of sugar in Coco Pops cereal will be reduced from 30g per 100g to 17g. This follows a 14% reduction earlier this year. Sugar in Rice Krispies will be cut by 20% and a new recipe for Rice Krispies Multi-Grain Shapes will contain 30% less sugar per serving.

There is growing pressure on brands to reduce sugar levels in their products to help combat obesity. In March, officials at Public Health England called on food firms to cut sugar by 20% before 2020, and by 5% before the end of this year.

It said the food industry should try to lower sugar levels, reduce product size and push healthier products. The new sugar guidelines form part of the government’s plan to curb childhood obesity across the UK.

A sugar tax on the soft drinks industry will also come into force from April next year.

A spokesperson for Weetabix said this is a positive move for the cereal market and pointed out that two Weetabix currently contain less than half a tea spoon of sugar.

“For the last eight decades, we’ve been nourishing the nation and two Weetabix currently contain less than half a tea spoon of sugar - that’s three times lower than our competitors are cutting down to. We’re confident we’re still the best start to the day and the nation’s favourite low sugar cereal. We remain committed to championing nutrition. After all, it’s the responsible thing to do!”