Nestle UK is expanding a pledge to lower the sugar contents in its breakfast cereals sold in the United Kingdom by an additional 10% by the end of 2018, resulting in the removal of an estimated 225 million teaspoons of sugar from the country’s diet, the Swiss-owned food and beverage firm announced Tuesday.
The company originally announced plans in March to remove about 10% of sugar from some of its goods sold in the UK and said in November that Nestle researchers developed a method to reduce sugar in its products by 40%.
New plans to remove more sugar from Nestle Breakfast Cereals products will involve product reformulations and the use of low-sugar variants, the company said. Use of whole grains in Nestle cereals in the UK is also on the rise.
“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 flavors and colors across our entire product portfolio,” said Gharry Eccles, UK Regional Vice President of Cereal Partners Worldwide, the maker of Nestle UK’s cereals, in a statement. “Making these improvements is crucial to us offering better choices for our consumers while retaining the same great taste.”
According to Nestle, the company has reduced the average sugar content of its UK cereals by 15% since 2010.