Kellogg has added to its cereal stable in the UK with the launch of four products targeted at kids.

Coco Pops Croc Prints, Rice Krispies Multi-Grain shapes, Strawberry and Honey Loops and Honey Pops are all made with wholegrain and are high in fibre. Kellogg said the ingredients used in the cereals means they can be advertised to children, adding the products meet the guidelines set by broadcast watchdog Ofcom.

The move comes as Kellogg looks to “rebalance” its kids’ portfolio of products, it said.

“They are an important step for Kellogg’s as we look to rebalance our portfolio and offer consumers more choice when shopping,” said Paul Humphries, marketing controller for kids’ brands at Kellogg. “We feel we have got the right balance between introducing healthier products that will appeal to mum and fun at breakfast time with something kids will actually eat while capturing their imagination.”

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By GlobalData