One year ago, General Mills committed to reduce sugar in all Big G cereals advertised to children under 12 to ‘single-digit levels of grams of sugar per serving.’ It also announced that all such cereals had been reduced to 11 grams of sugar or less per serving at that time.
Exactly one year later, General Mills has announced its continuing progress, saying shipments of Big G cereals advertised to children will all be at 10 grams of sugar or less per serving by 31 December, with some already at 9 grams of sugar. The company also repeated its pledge of one year ago, committing to further reduce sugar until single-digit levels are reached on all cereals advertised to children under 12.
“We are making real progress,” said Jeff Harmening, president of General Mills’ Big G cereal division. “We think consumers will be very pleased, because we are reducing sugar and our cereals still taste great.”
Ready-to-eat cereals, including sweetened cereals, account for a relatively small amount of a child’s sugar intake — less than 5% on average. “Still, we know that some consumers would prefer to see cereals that are even lower in sugar,” Harmening explained. “Consumers know that cereals are already low in calories, but we think consumers will be pleased that they now have lower sugar too.”
Source: General Mills
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