By Charlotte Webster-
Kellogg’s UK has been accused of wrongly branding Frosties, an adult cereal.
The cereal company Kellogg’s revealed plans to reduce sugar across three of its children’s cereals – Coco Pops, Rice Krispies and Rice Krispies Multi-Grain Shapes – and to scrap its Ricicles product.
Frosties will no longer be featured on any children’s on-pack promotions in order to acknowledge the fact cereal tends to be eaten by more adults than children, according to Kellogg’s.
Other amendments to major brands include a reduction of sugar by 40% in Coco Pops, 20% in Rice Krispies, and by 30% in Rice Krispies Multi-Grain Shapes. No artificial sweeteners will be included ads a replacement to sugar either.
The company has also pledged to reduce salt in Rice Krispies by 10% and in Rice Krispies Multi-Grain Shapes by 50%, and to remove all artificial preservatives.
The brand also aims to launch a new range of “plant-based” cereals called WK Kellogg, with no added sugar, low sugar, organic and vegan options.
Oli Morton, the Kellogg’s UK managing director, said in a press statement:
“We recognise, based on national dietary survey data, that people are eating too much sugar at breakfast and throughout the day and that people need more options, such as organic and vegan.”
“They’re grrreat!”
However, skepticism has been expressed that Frosties is not actually aimed at children. The cereal uses a cartoon mascot called Tony the Tiger whose motto is “They’re grrreat!” – and appears to be directed at children. That motor needs to be changed because any cereal with high content sugar is not great in the nutritional sense. Businessmen who market unhealthy foods are clearly only thinking about their pockets, but the growing awareness of child obesity and nutritional values is placing greater pressure on cereal bosses to review their practice. The plans to review and reduce the quantity of sugar in children’s cereals should be applauded, although greater reductions can still be pressed for.
More importantly, children need to be taught about nutrition in schools to enlighten them about nutritional values. Children are likely to be motivated to learn about food related stuff since this is something they put in their body. Comprehensive teaching about nutritional values is something missing in many U.K primary schools which needs to be included for the benefit of society.