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”.
A 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:
- Henderson L & Gregory J (2003) The National Diet and Nutrition Survey:
adults
aged 19-64 years
- TNS Worldpanel Nutrition Service
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Last reviewed: 06 Jul 2009