Kellogg’s has vowed to cut the sugar in its chocolate cereal Coco Pops by 15%.
The cereal maker said it had “listened to mums” and would reduce the sugar content across its portfolio of Coco Pops brands from 35g per 100g serving to 29.75g.
The change will kick in from next year.
"Mums want a balance: lower sugar cereals that children will still eat,” said Kellogg's UK managing director Greg Peterson.
“We have invested millions of pounds and thousands of staff hours over the past two years to make this happen and will do this without compromising the taste."
The move comes after Weetabix last month unveiled its Chocolate Weetabix, which it claimed contained half the sugar of the average chocolate-flavoured breakfast cereal.
How Weetabix can clean up with its choc-flavoured cereal (10 July 2010)
Weetabix launches a chocolate cereal it can advertise to kids (3 July 2010)
Coco Pops given after-school go-ahead by ad watchdog (8 April 2010)