Kellogg's launches grrrreat new Frosties

Kellogg’s today announced the launch of a reduced sugar version of its top selling Frosties breakfast cereal.

The new product will contain one-third less sugar than the standard version, which will remain on sale.

Kellogg’s said the move was in response to “changing consumer tastes”.

Alyson Greenhalgh-Ball, a nutritionist at Kellogg’s, said: “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.”

The cereals giant said adults make up 62% of its market for Frosties despite it being seen as a children’s brand.

A 30g serving of Frosties Reduced Sugar contains 7.5g of sugar, equivalent to just over one heaped teaspoon.

However, it still constitutes a product that is high in sugar based on guidelines from the Government’s Food Standards Agency.

The food watchdog says any product with 10g of sugar or more per 100g is “a lot”.

The new cereal was launched a day after attempts by Kellogg’s to add vitamins and minerals to its products were rejected in Denmark.

The Danish Veterinary and Food Administration (DVFA) turned down an application from the company, saying the levels proposed could pose a risk to consumers.

Kellogg’s insists fortification of its products is not new and that it had done so in other countries, including the UK, for many years.