General Mills, the US food group, is to cut the amount of sugar in cereals it sells to children worldwide.
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The company, part of the Cereal Partners Worldwide venture with Nestle, said today (9 December) that it would reduce the levels of sugar to “single-digit grams per serving”.
General Mills insisted its “commitment is among the most aggressive goals advanced in the food industry”.
“The initiative will extend globally to 130 countries, with Cereal Partners Worldwide – the global cereal joint venture in which General Mills is a partner – adopting similar commitments,” the group said.
Jeff Harmening, president of General Mills’ Big G cereal division, said that, as part of the company’s moves to cut sugar, its cereals aimed at children would contain at least 11 grams of sugar per serving by the spring.
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By GlobalDataHarmening added: “Today, we are strengthening our goal. We are committing to reduce sugar in cereals advertised to children under 12 to single-digit grams of sugar per serving.
“Maintaining great taste while continuing to reduce sugar is a challenge. It requires technology, time and investment. But we’re doing it. We are committed to reaching single-digit levels.”
