Kellogg’s to cut sugar in kids’ cereals by up to 40%

Rice Krispies

That compares with 9g, or more than two sugar cubes, under the old recipes

Dr Anna Robins, a senior lecturer in exercise, nutrition and health at the University of Salford, told the BBC’s Wake up to Money programme: “Any move to be helping the general public to make healthier choices is a good one.

“[But] I don’t think they’re going far enough to be making these cereals a healthy option in the morning.”

She said that under the new recipe, 30g of Cocoa Pops would still mean a child under the age of 11 had consumed one sixth of the added sugars allowed for the whole day by the end of breakfast.

She also pointed out the 30g serving used by Kellogg’s as a serving example was well under what most people would eat at home.

Sugar tax

Earlier this year sugar limits for everyday foods such as biscuits, chocolate bars and cereals were published by public health officials in an effort to make UK children more healthy.

In March officials at Public Health England called on food firms to cut sugar by 20% by 2020, and by 5% this year.

It said the food industry should try lowering sugar levels, reducing product size or pushing healthier products.

The sugar guidelines form part of the government’s plan to curb childhood obesity, set out in August 2016.

Officials in Scotland, Wales and Northern Ireland were also been involved in producing the guidelines.

A sugar tax on the UK soft drinks industry has already been announced and will come into force next April.