Nestle has launched a low-sugar version of its Fitness cereal in Europe.

The company, which markets cereal products through its Cereal Partners Worldwide joint venture with General Mills, said the new cereal would contain 30% less sugar than the original and would have increased amounts of whole wheat and rice. The new line will replace the original product, a spokesperson for Cereal Partners Worldwide confirmed to just-food.

The new product will be available across select markets in Europe this month, followed later by a roll-out to Latin America and Asia.

"Nestle has also modified where certain ingredients, like sugar, are located in the new Fitness flakes in order to maintain flavour while improving the nutritional profile of the product. There is less sugar inside each new Fitness cereal flake because sugar on the surface coating provides enough sweetness," the company said on its website.

The firm added the move is part of its "ongoing effort to make nutritional improvements to its products". Last month, Nestle's US unit announced it will remove all artificial flavours and artificial colours in more than 250 chocolate products by the end of the year

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By GlobalData