Kellogg's Launches Frosties Reduced Sugar

Kellogg's is set to launch a new version of its No 1 selling kids' cereal Frosties with one third less sugar.

The arrival of Frosties Reduced Sugar - which will join standard Frosties on shelf in early September - means there are now two ways to enjoy the famous flakes and spells double good news for the nation's cereal fans.

Firstly, it's a brand new cereal taste choice for mums and secondly it's a new way for kids to get the energy they need to lead an active lifestyle.

The new formulation of the flakes means that now more of the energy comes from the grain because one third less sugar is added.

As a result a 30g serving of Frosties Reduced Sugar provides 7.5g sugar which equates to just over 1 heaped teaspoon (heaped teaspoon = 6g). This amounts to just 5.8% of the GDA (Guideline Daily Amount) of sugar for an adult man. This is less than a small banana which contains 17g of sugar.

Similar to other Kellogg's kids' cereals, Frosties Reduced Sugar is fortified with 6 B-vitamins, including folic acid and iron and calcium.

In addition to this piece of innovation Kellogg's is also launching a new Calories in, Calories out strategy which will guide all Kellogg's activities in innovation, advertising, packaging and promotion and will feature on most family and kids' brands by the end of 2004.

The strategy is designed to encourage kids and mums to adopt a balanced approach to eating and exercise on the basis that the calories you take in should equal those you expend.

Alyson Greenhalgh-Ball, Manager of Kellogg's Health and Wellbeing, explains: "As a major food company Kellogg's has a huge range of products enabling consumers to choose the right one for them.

"However, we also recognise that in the UK consumer tastes are changing all the time and that choice is all important. In the case of Frosties Reduced Sugar we have listened to our consumers and responded accordingly.

"Our research revealed that about 38% of adults think that standard Frosties is too sweet for them so we have introduced a brand new choice for mums and kids in the form of Frosties Reduced Sugar.

"Frosties Reduced Sugar offers kids a new way to get the energy they need to lead an active lifestyle something which the Frosties brand has a history of encouraging through its support of two major activity programmes with the Amateur Swimming Association and Football in the Community."

Jane Griffin, a sports dietitian who works with London Irish and NEC Harlequins rugby clubs, added: "Breakfast cereals are a great source of energy, vitamins and minerals together of course with the nutrients from milk.

"With Frosties Reduced Sugar, mums now have a choice to provide more of the carbohydrate as grains without any reduction in overall nutritional value."

Breakfast cereal eaters also tend to have a lower Body Mass Index (BMI) and be slimmer than those who have a cooked breakfast or skip breakfast altogether. Independent research has also proven that kids who eat breakfast perform noticeably better at school than those who don't.

Breakfast cereals are also typically high in carbohydrates, which is the fuel that helps the brain operate effectively, and low in fat.

Frosties Reduced Sugar will be available from all good supermarkets RRP £2.09 for a 750g pack. Standard Frosties is also £2.09 for a 750g pack.