In 2015 and 2016 respectively, Kellogg launched its global Breakfast Food Beliefs and Snack Food Beliefs, which includes commitments to continually develop better breakfast foods and encourage healthy and active lifestyles. Among these beliefs are specific targets for providing more beneficial nutrients, such as protein, fibre, key vitamins and minerals, and continuing to reduce sugar and salt and remove artificial colours and flavours in Kellogg’s breakfast cereal and snacks portfolio in line with consumer acceptance.
Through innovation and renovation, we provide consumers with reduced and lower sugar options, such as Kellogg’s Coco Pops®. In 2018, Kellogg cut sugar by 40 percent. This followed a 14 percent sugar reduction in our popular cereal in 2017. We also continue to see positive consumer response to our W.K. Kellogg cereals and granolas with no added sugar and rich in fibres. In addition, all of Kellogg’s children’s and family cereals in Europe now contain 50 percent of the recommended daily amount of vitamin D, in line with local regulations, which has many health benefits.