General Mills has reduced the sugar levels of its cereals

General Mills has reduced the sugar levels of its cereals

US food manufacturer General Mills has said it has reduced sugar in cereals advertised to children by an additional 8% during 2010.

The Big G manufacturer said it has achieved sugar reductions of 14% on cereals advertised to children since 2007, with some cereals reduced as much as 28% during the period.

The company said that a year ago it committed to reduce sugar in all Big G cereals advertised to children under 12 to "single-digit levels of grams of sugar per serving". It said today (9 December) that shipments of Big G cereals advertised to children will all be at 10 grams of sugar or less per serving by 31 December, with some already at 9 grams of sugar.

"We are making real progress," said Jeff Harmening, president of General Mills' Big G cereal division. "We think consumers will be very pleased, because we are reducing sugar and our cereals still taste great."