Kellogg's has launched a new variety of Coco Pops that meets the FSA's nutrient profiling requirements.
Coco Pops Choc 'N' Roll, which launched this week, is classified as 'green' under FSA guidelines as it contains reduced sugar, salt and saturated fat levels, is high in fibre and wholegrain and contains calcium, iron and fortified vitamins.
The launch was unveiled as Kellogg's announced a major reformulation of the Kellogg's Coco Pops range.
The company has pledged to slash sugar levels by 15% across the the range by mid-2011.
Reformulated Coco Pops Moon & Stars will relaunch in early 2011 and the Coco Pops original, Coco Pops Mega Munchers and Coco Pops Rocks, by the middle of the year.
One of its existing Coco Pops cereals would also pass the FSA's nutrient profile following the renovation, it said, although other products would still fall foul of the rules, which underpin Ofcom's advertising ban of foods high in fat, sat fat, salt and sugar to children.
Kellogg's MD Greg Peterson said that it had nevertheless taken an important first step with Choc 'N' Roll. "We've undertaken a huge effort to ensure this works, including investing two years in developing this food so it meets some of the most rigorous nutritional standards in the world," he said.
Kellogg's sugar reduction strategy would remove a total of 737 tonnes of sugar from the nation's diet annually and cut sugar to one and a half teaspoons per 30g serving, he added.
"We have a long-term goal to bring all of them within FSA guidelines,"he added. "It will be most difficult on Coco Pops original it is essentially a rice bubble coated in some chocolate, so there is a lot of work to do."
Kellogg's targeted young adults with its new chocolate-heavy Krave cereal in January. Its latest launch follows that of Weetabix Chocolate, the first chocolate breakfast cereal to pass the Ofcom test. Unlike the new Weetabix, Choc 'N' Roll's £3m ad push would target parents, not kids.
Coco Pops Choc 'N' Roll, which launched this week, is classified as 'green' under FSA guidelines as it contains reduced sugar, salt and saturated fat levels, is high in fibre and wholegrain and contains calcium, iron and fortified vitamins.
The launch was unveiled as Kellogg's announced a major reformulation of the Kellogg's Coco Pops range.
The company has pledged to slash sugar levels by 15% across the the range by mid-2011.
Reformulated Coco Pops Moon & Stars will relaunch in early 2011 and the Coco Pops original, Coco Pops Mega Munchers and Coco Pops Rocks, by the middle of the year.
One of its existing Coco Pops cereals would also pass the FSA's nutrient profile following the renovation, it said, although other products would still fall foul of the rules, which underpin Ofcom's advertising ban of foods high in fat, sat fat, salt and sugar to children.
Kellogg's MD Greg Peterson said that it had nevertheless taken an important first step with Choc 'N' Roll. "We've undertaken a huge effort to ensure this works, including investing two years in developing this food so it meets some of the most rigorous nutritional standards in the world," he said.
Kellogg's sugar reduction strategy would remove a total of 737 tonnes of sugar from the nation's diet annually and cut sugar to one and a half teaspoons per 30g serving, he added.
"We have a long-term goal to bring all of them within FSA guidelines,"he added. "It will be most difficult on Coco Pops original it is essentially a rice bubble coated in some chocolate, so there is a lot of work to do."
Kellogg's targeted young adults with its new chocolate-heavy Krave cereal in January. Its latest launch follows that of Weetabix Chocolate, the first chocolate breakfast cereal to pass the Ofcom test. Unlike the new Weetabix, Choc 'N' Roll's £3m ad push would target parents, not kids.
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