Nestlé Cereal Partners is rolling out a low-sugar version of Cheerios.
On sale from this month at Tesco and Asda, Low Sugar Oat Cheerios have 1.4g of sugar in a 30g serving versus the 6.2g in the regular version of the cereal. Cereal Partners said each serving also provided more than half the recommended amount of wholegrain.
The launch has been welcomed by the Department of Health, said Cereal Partners, with public health minister Jane Ellison commenting: “With more families looking to swap to low sugar options, new products like this are a vital part of making it easier to make that healthier choice. I encourage more businesses to follow suit.”
Cereal Partners marketing controller Sarah Johnson said the business was looking forward to hearing what consumers thought of the new product. “With sugar rising higher up the nation’s public health agenda and subsequent increasing consumer interest, this is ideal for those looking for a nutritious low-sugar breakfast cereal option,” she added.
With an rsp pf £2.49 for a 325g box, it will join the existing Multigrain, Honey and Chocolatey versions in the Cheerios range.
News of the launch comes two weeks after industry reformulation efforts on cereals came under attack from campaigners Action on Sugar. The group released a follow-up to the 2012 Which? Breakfast Cereal Report, which revealed high amounts of sugars in 50 breakfast cereals. The new report surveyed the same 50 products and revealed that while there had been “notable achievement”, some products contained more sugar than in 2012.