Cereal Partners Worldwide, the international breakfast venture between Nestle and General Mills, is to introduce the UK’s colour-coded nutritional labels on its product packaging next month.

The venture, which markets brands including Cheerios and Shreddies in the UK, will adopt labelling launched four years ago but which remains voluntary and not followed by all manufacturers operating in the UK.

During the summer, UK-based campaign group Action On Sugar took aim at breakfast cereal makers doing business in the country, accusing those of not using the labels of “deliberately deceiving consumers by using poor nutritional labelling”.

Jenny Rosborough, campaign manager at Action on Sugar, said the NGO welcomed CPW’s decision. “Clear labelling is essential to enable consumers to make informed choices,” she added.

In July, CPW announced plans to reduce the amount of sugar used in the Nestle-branded breakfast cereals it markets in the UK. The venture is reducing the level of sugar across its cereal range by an average of 10% by the end of next year. The company pointed out it had cut the average sugar content of its cereals in the UK by 15% since 2010.

CPW said the latest reduction would be achieved by a “combination” of reformulation and by “growing the share of lower sugar variants”.

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By GlobalData