HEALTH AND consumer groups have given a guarded welcome to the decision by Kellogg to cut the sugar content of one of its best-sellling children’s cereals.
The company said it would cut sugar levels in Coco Pops from 35 per cent to under 30 per cent from next year. Minister of State at the Department of Food Ciarán Cuffe welcomed the announcement and called on Kellogg to extend the initiative to other products.
The Irish Heart Foundation (IHF) and the Consumers’ Association described the move as a step in the right direction. However, IHF chief executive Michael O’Shea claimed Coco Pops was still an unhealthy product, and pointed out the new sugar level was twice that recommended by the UK Food Standards Agency.
Children’s cereals have been under fire from health groups for their high sugar, salt and fat levels, which campaigners claim are contributing to rising levels of obesity among young people. As a result, sales of Coco Pops had begun to fall.
Kellogg said yesterday its move was driven by consumer demand rather than any scientific evidence that high sugar levels were contributing to obesity.
Jim McNeill, Kellogg Company of Ireland managing director, said the sugar is to be replaced with starch from grains and glucose syrup with no use of artificial sweeteners. Vitamin D is also to be added. He said Kellogg planned to make further reduction in sugar levels in Coco Pops in the future, and in other products in its range.
Salt levels have been cut by 44 per cent over the past 12 years, according to the company.
Irish cereal consumption is the highest in the world, at 8.2kg per person per year.