Kellogg’s joins HFSS-busting bandwagon with trio of breakfast cereals

By Gill Hyslop

- Last updated on GMT

Kellogg's newest HFSS-busting trio. Pic: Kellogg's
Kellogg's newest HFSS-busting trio. Pic: Kellogg's

Related tags Kellogg's HFSS Breakfast cereals Uk

Kellogg’s has expanded its Wheats cereal range with three new variants that comply with the UK’s HFSS (high in fat, sugar and sodium) guidelines.

The breakfast cereal giant has added Apricot, Blueberry and Plain Wheats to its existing range of Frosted, Choco and Raisin Wheats, all of which are part of Kellogg’s decade-long plan to improve its foods so they are better for people, the community and the planet.

Announced in May 2021, the plan includes a pledge to remove 10% sugar and 20% salt from its kid’s cereal range by the end of 2022.

The move is aligned to the UK government’s efforts to tackle a national obesity crisis – particularly childhood obesity. In October 2022, new rules will be enforced that limits promotions and media exposure for products classified as having high amounts of calories, fat and sugar. However, rather than the new rules as a negative,​ market research IRI said producers can turn it into an advantage.

The new cereals have been carefully developed at Kellogg’s Manchester plant to fall within the UK’s non-HFSS parameters.

They are high in fibre – with 74% or more of wholewheat – and low in fat and salt. Kellogg’s also said the Apricot and Blueberry variants offer ‘just the right balance of flavour, with a crunchy wholewheat shell encasing a smooth fruit flavoured filling’.

“We know people look to companies like Kellogg’s to help them make healthier choices in the morning, which is why it is great to be growing our high fibre Wheats cereal range, with the introduction of three new non-HFSS options joining our existing range,”​ said Emily Dutton, senior brand manager at Kellogg’s.

The new Wheats range is rolling out in Tesco and Morrisons stores nationwide with an RRP of £1.90.

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