The new recipe – which also contains 10% less salt – now has 17g of sugar per 100g rather than 30g and puts the brand ahead of Government’s goal of 20% less sugar in cereal and snacks by 2020.
The cereal giant said it took three-and-a-half years to reformulate the recipe, which garnered the approval of 85% of kids in taste tests.
“My research and development team has been working hard to make sure that, by changing the recipe slightly, we can significantly reduce the total sugar content of the cereal without affecting its great chocolatey taste,” said Bridget Briggs of Kellogg’s.
“We have taken sugar out and added more cocoa. We haven’t used artificial colours, sweeteners or preservatives.”
Boxes of the reformulated Coco Pops – which show Coco the Monkey holding a scroll marked “Improved Recipe” – hit shelves earlier this month.
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Hopefully, the move will endear the monkey to British MPs who have called for a ban on cartoon characters – including Tony the Tiger and the Milky Bar Kid – used to advertise unhealthy food to children.
Public Health England says nearly two-thirds of adults and a third of children are overweight.
Health campaigners have urged others to follow Kellogg’s lead.
Prof Graham MacGregor, chair of Action on Sugar, said: “We hope Kellogg’s will reformulate all of their cereals and set an example for all other food manufacturers.”