KELLOGG’S LAUNCHES NEW CHOC N’ ROLL AND REDUCES SUGAR CONTENT ACROSS COCO POP RANGE
Kellogg’s new Coco Pops Choc N’ Roll cereal launches with nutrition credentials that pass the stringent Food Standards Agency’s nutrient profile.
Choc N’ Roll hopes to offer mums a lower salt, lower sugar, low saturated fat, high fibre, wholegrain and fortified chocolate cereal the kids will eat.
The launch comes as The Kellogg Company UK today announced significant enhancements to its Kellogg’s Coco Pops cereals including a reduction in sugar, the addition of vitamin D.
The new cereal has the same Coco Pops taste but its shape has changed to form a larger, round cereal.
Greg Peterson, Kellogg UK managing director said:
“Coco Pops Choc N’ Roll cereal helps children have a great tasting and balanced start to the day. We’ve undertaken a huge effort to ensure this works, including investing two years in developing this food so it meets some of the most rigorous nutritional standards in the world.
We’ve also priced it cheaper than any other branded chocolate cereal on the supermarket shelf and we’re spending three million pounds promoting it. It is now up to mums to make their choice.”
Kellogg’s Choc N’ Roll cereal will be on supermarket shelves in August, with a suggested price of £1.89 per three hundred and fifty gram packet (Coco Pops Original price £2.20).
The balance of nutrients in Kellogg’s Choc N’ Roll means the cereal passes the Food Standards Agency’s nutrient profile and Kellogg confirmed an existing product in the Coco Pops range would also pass the FSA’s nutrient profile following further renovation in mid 2011.
The announcement is consistent with Kellogg Company’s continuous journey to improve the nutrition profile of its products, both current and new, without compromising taste.
By mid-2011, Kellogg will remove fifteen per cent percent of sugar in all its Kellogg’s Coco Pops cereals, effectively reducing sugar content to one and a half teaspoons per serving and removing almost seven hundred and fifty tonnes of sugar from the nation’s diet annually.
The sugar will be replaced with starch from grains and glucose syrup; no artificial sweeteners will be used as a result and calories will be maintained at around one hundred and sixteen calories per serving.
The move by Kellogg hopes to help busy busy parents keep an eye on their childrens’ sugar intake by providing them with a balanced start to the day.
A portion of Coco Pops cereal will now provide around 10 per cent of a child’s Guideline Daily Amount (GDA) of sugar.
At the same time, a portion of any Coco Pops cereal will provide 10 percent of the recommended daily amount of vitamin D, which British children do not get enough of despite the fact it is essential for bone health.
This planned sugar reduction applies to all four Kellogg’s Coco Pops cereals sold in the UK. Coco Pops Moons & Stars will re-launch in early 2011. Renovated Coco Pops original, Coco Pops Mega Munchers and Coco Pops Rocks will launch by the middle of next year. Peterson said:
“We’ve listened to what mums have been saying and we’re responding. They want a balance: lower sugar cereals which children will still eat.
We’ve invested millions of pounds and thousands of staff hours over the last two years to make this happen, and will do this without compromising the taste people love.”
This marks the first move in an ongoing programme to improve the nutrition profile of the entire Coco Pops cereal line.
Looking ahead, the company also aims to further reduce the sugar content in its Coco Pops products, provided they pass consumer taste tests. Peterson concluded:
“This is a process, so while we’ve announced we are taking 15 percent of sugar out by mid- next year, we will go further if we can take peoples’ palates with us.”
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