Weetabix, the UK-based cereal maker owned by Post Holdings, has reduced the amount of sugar in Crispy Minis, a range sold in its domestic market.

The company said its Weetabix Crispy Minis products now contain “up to 4g less sugar”.

The Choc Chip product has 17g of sugar per 100g, the banana variety 15g and the Fruit & Nut SKU 18g.

The previous levels of sugar were 21g, 19g and 22g respectively.

Zoe Brimfield, senior brand manager at Weetabix, said: “Whilst Weetabix and Weetabix Minis will continue to lead the way on best in class nutrition in the cereal category, taste remains paramount to us. It’s an important attribute driving sustainable value sales in the category and our refreshed pack reflects this. We’re confident Minis will continue to be a firm favourite for families and go down a treat at the breakfast table.”

US manufacturer Post acquired Weetabix for GBP1.4bn (then US$1.76bn) in April 2017.

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By GlobalData