Nestlé Breakfast Cereals to reduce sugar content


UK-based Nestlé Breakfast Cereals is planning to reduce sugar content by a further 10% across its cereal range by the end of next year.

Made by Cereal Partners Worldwide, Nestlé Breakfast Cereals has already reduced its average sugar content by 15% across the portfolio since 2010.

The company aims to improve the nutrition profile of its cereals through the initiative, and plans to achieve this target through a combination of reformulation and by growing the share of lower sugar variants.

“Offering consumers healthier and tastier cereals is one of our top priorities and we are determined to make breakfast even better for everyone."

Last year, Nestlé Breakfast Cereals sold in the UK contained an additional 3,600t of wholegrain compared with 2003 levels.

Cereal Partners Worldwide regional vice-president Gharry Eccles said: “We believe breakfast is the most important meal of the day and our cereals provide vitamins, minerals and fibre to the diet. We also know that breakfast cereals can play a part in the efforts to reduce sugar consumption across the nation.

“Offering consumers healthier and tastier cereals is one of our top priorities and we are determined to make breakfast even better for everyone.

“We’ll take every opportunity to drive forward improvements across our range. For example, by the end of this year, our cereals will be free from artificial flavours and colours across our entire product portfolio.”

By making these improvements, the company said it will be able to offer better choices for its consumers while retaining the taste.


Image: Nestlé Breakfast Cereals sold in the UK last year contained an additional 3,600t of wholegrain. Photo: courtesy of Nestlé.