Kellogg's has launched a global initiative to reformulate many of its cereals so they comply with self-imposed nutritional standards.
This will still not,
however, be enough to satisfy UK food authorities, so products here will be unaffected.
The company's Global Nutrient Criteria Initiative sets an upper threshold of no more than 200 calories, 2g of saturated fat, 230mg of sodium and 12g of sugar per 30g serving. It also bans the use of hydrogenated vegetable oils.
Kellogg's has pledged it will not market any products that fail to meet these criteria to children under 12 anywhere in the world.
Half of Kellogg's portfolio currently marketed to children worldwide does not meet the new criteria and, by the end of 2008, will either be reformulated or no longer marketed to children under 12.
In spite of these efforts, Kellogg's products will still fall foul of the Food Standards Agency's Nutrient Profiling Model because it is based on a 100g serving, rather than a typical portion size.
Ironically, rather than encouraging healthier reformulation, the stringent nature of the NPM meant the company would not be changing the recipe of any of its children's products, said director of corporate affairs Chris Wermann.
"The nutritional model over here is significantly more stringent than other countries so the move will have little effect in the UK," he said.