Nestle and General Mills, which are part of a parent company called Cereal Partners Worldwide and the second-largest cereal producers in the world, have announced a massive new plan to cut the amount of salt and sugar in their cereals...outside of the United States and Canada.
Twenty cereal brands popular with children and teenagers will be part of the initiative, as the companies pledge to cut 24 percent of the sugar and 12 percent of the salt in the products, Reuters reports. The move follows a 2003 program in which the companies increased the nutritional profile of their cereals, including making large cuts in salt and sugar. From Reuters:
CPW Chief Executive Jeffrey Harmening said the plan builds on efforts started in 2003 to improve the nutritional profile of cereals. The group has cut almost 900 tonnes of salt and more than 9,000 tonnes of sugar from its recipes since then.
"A certain number of moms don't want their kids to have as much sugar as they do right now, so that is a barrier for some to purchasing breakfast cereal," Harmening told Reuters at CPW's new global innovation centre in the Swiss town of Orbe.
The move comes as food and beverage companies seek to preempt tougher regulation due to the global obesity epidemic by offering healthier products or smaller portions.
The World Health Organisation estimated there were over 42 million overweight children under the age of five in 2010. It says obesity in Europe is already responsible for up to 8 percent of health costs and up to 13 percent of deaths.
Image: Cereal, via Shutterstock