Reformulation is long overdue, but the promised reduction will not happen until next year, and will still leave the product insufficiently nutritious to be allowed to be advertised on children's television.
Other players in the cereal sector have shown that it is perfectly possible to develop cereals that appeal to children and yet are still healthy enough to pass the FSA's Nutrient Profiling Model, which allows them to be marketed during children's programming.
Ofcom's review of the food and drink advertising restrictions released last month suggests that they are here to stay, so signs that Kellogg's is following the example set by its competitors in developing a new Ofcom-compliant product is welcome but hardly surprising.
Kellogg's press release proudly announced its move will remove almost 750 tonnes of sugar from the nation's diet annually, which begs the question: what was it doing in our kids' breakfasts in the first place?
Christine Haigh, co-ordinator, Children's Food Campaign