Kellogg has announced a 30% reduction in the amount of salt in its Rice Krispies and Corn Flakes cereals and snacks across Europe.

The move, Kellogg said yesterday (28 January), will decrease the UK’s annual salt intake by around 300 tonnes.

Tim Mobsby, president of Kellogg’s Europe, said: “For the past 12 years we have been listening to consumers and nutrition policy leaders and gradually reduced the salt in our products without compromising on taste. We have already reduced the salt in our major cereal brands by at least 50% since we started this effort in 1998 in Europe. These new reductions are an additional commitment.”

None of the company’s most popular cereals will now be classed as ‘red’ (high) for salt using the Food Standard’s Agencies traffic light food labelling scheme, the cereal maker said, adding that no salt replaces are being used in the products.

The reformulated Kellogg’s Rice Krispies are already in stores, while Kellogg’s Corn Flakes will be in market from March.

Marta Baffigo, director public affairs, Europe, added: “We are conscious of salt intake reduction as a public health and nutrition policy priority in Europe today. Our latest achievement makes a meaningful contribution to the ongoing work of the European Union in this field.”