Kellogg's - reformulation case studies

“Kellogg's constantly reviews external science and uses this insight to constantly improve our cereals and snacks.

Salt has been something we have driven down, but equally we have invested a significant amount of time and money in bringing new nutritional science to the category alongside the vitamins, minerals and fibre consumers have come to expect from our products”

Alyson Greenhalgh-Ball, Head of Nutrition, Kellogg's


  • Kellogg's has had an active salt reduction programme in place since 1998
  • In the past 11 years Kellogg's has helped the category to achieve a 44% reduction in the salt in breakfast cereals
  • A key challenge is to continue salt reduction whilst maintaining consumer acceptance
  • The company has invested significant resource to the project
  • Kelloggs was the first cereal company to include nutrition information on its packs back in the 1930s and was the first food manufacturer to voluntarily introduce Guideline Daily Amount (GDA) information on the front of pack in 2005

Kellogg's has been providing nutritious foods for consumers for over 100 years and remains ever more committed to its founder's principle of “providing quality foods for a healthier world”.

Kellogg's cornflakes packsA key element of the commitment is to offer a wide range of products which meet consumers' ever changing needs and tastes, alongside that of nutritional science. Innovation and renovation drive the broad portfolio represented by 46 ready to eat cereal products and 46 snack foods.

Breakfast cereals contribute less than 5% of total salt in the diet[1] and only 2.7% of salt purchased in the UK[2]. Despite the low contribution, Kellogg's has had an active salt reduction campaign in place since 1998 and during 11 years of the programme has helped the category to reduce the salt content of breakfast cereals by 44%.

Reductions have been significant. For example there has been a 50% salt reduction in All Bran and Bran Flakes, a 47% reduction in Special K and a 25% reduction in its flagship brand, Kellogg's Corn Flakes. All reductions are subject to rigorous consumer testing to ensure acceptability. The success of the programme is reflected in the company sales with brands such as Special K continuing to grow.

Kelloggs was the first cereal company to include nutrition information on its packs back in the 1930s and was the first food manufacturer to voluntarily introduce Guideline Daily Amount (GDA) information on the front of pack in 2005.

The GDA label enables consumers to clearly see the level of salt and other nutrients that are contained in a suggested portion, compare different products in the cereal aisle, and help keep track of salt intake against the GDA of 6g.

Notes:

  1. Henderson L & Gregory J (2003) The National Diet and Nutrition Survey: adults aged 19-64 years
  2. TNS Worldpanel Nutrition Service

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Last reviewed: 06 Jul 2009