Kellogg is launching a reduced sugar version of its 48-year-old Frosties kids’ cereal brand in a bid to appease the health lobby.
Frosties Reduced Sugar will hit shelves early next month and will contain a third less sugar than its standard counterpart.
The move follows a barrage of criticism of sweet cereals.
Kellogg also plans to roll out a new ‘Calories in, Calories out’ strategy which will feature on most family and kids’ brands by the end of this year and in future advertising campaigns.
Alyson Greenhalgh-Ball, manager of Kellogg’s Health and Wellbeing, said research showed four out of 10 adults said Frosties was too sweet.