Kellogg’s expands non-HFSS Coco Pops range

By Gill Hyslop

- Last updated on GMT

Kellogg's UK has added two new HFSS-compliant additions to its best-selling kiddie cereal range. Pic: Kellogg's
Kellogg's UK has added two new HFSS-compliant additions to its best-selling kiddie cereal range. Pic: Kellogg's

Related tags Kellogg company Coco pops HFSS sugar reduction

After losing its 2022 court case against the UK Government's high in fat, salt and sugar (HFSS) guidelines, the breakfast cereal giant is making sure its best-selling kids’ cereal brand is on point with yet more HFSS-compliant introductions.

In its lawsuit, Kellogg’s argued cereals should be exempt from the HFSS restrictions banning the prominent location and promotion/advertising because they are usually consumed with milk, therefore adding to the nutritional value. The High Court, however, ruled ‘the addition of milk does not alter the nutritional profile of the products themselves’.

HFSS regulations
Credit: Kellogg Company

The road to reducing sugar

The multinational has actually been motivating since 2017 to help British consumers make healthier breakfast choices, reducing sugar content in some of its best-selling cereals by as much as 51.4% (vs Coco Pops original recipe)

In 2017, the sugar content in Coco Pops cereal dropped by 40% (from 30g per 100g to 17g), while Rice Krispies saw a 20% reduction and Rice Krispies Multi-Grain Shapes a 30% reduction in sugar per serving.

In 2021, the company launched a limited edition Strawberry & White Choc Flavour Coco Pops - which it claimed contained 30% less sugar than other chocolate-flavoured toasted rice cereals - following this up with a similarly low-sugar limited edition Hazelnut Choco Flavour Coco Pops.

Earlier this year, it launched non-HFSS Coco Pops Chocos, which features 6.6g of sugar and 0.3g of saturated fat per 30g serving.

Breakfast thrill

How is HFSS calculated
How HFSS is calculated

The Coco Pops range - Kellogg’s biggest kids’ cereal seller and the third biggest brand in is portfolio according to IRI sales data - is now seeing even more excitement with the introduction of Coco Pops Loops and Coco Pops Mega Pops.

The two have the same iconic ‘chocolatey’ taste as Original Coco Pops but both offer new crunchy shapes and textures to add variety to the breakfast table.

“Coco Pops is our number one selling kids’ cereal brand, so it’s great to continue our innovation of the range,”​ said Seanain Mcguigan, activation brand manager for Kellogg’s UKI.

“We’ve worked hard to make sure both Coco Pops Loops and Coco Pops Mega Pops add something exciting to people’s mornings, whilst keeping the rich chocolate flavour that the brand is known for.”

Coco Pops Loops (£2 for a 285g pack) and Coco Pop Mega Pops (£3.29 for a 365g pack) are rolling out in Morrisons, with further roll-out to following in Sainsbury’s, Tesco and Asda.

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