CEREAL KILLERS
Kellogg’s to stop making Ricicles in bid to cut sugar – and even a 1D star is furious
The move comes amid growing pressure on food firms to help combat Britain's obesity problem
BREAKFAST giant Kellogg's today announced it will no longer sell Ricicles.
The firm said earlier it also wants to slash the sugar content of its three top selling children's cereals by up to 40 per cent.
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The lines affected by the move are Coco Pops, Rice Krispies and Rice Krispies Multi-Grain Shapes.
But it has now emerged Kellog's will stop producing on of its sweetest cereals, Ricilies, which contains 34g of sugar per 100g.
The news didn't go down well with Ricicles' customers who were furious over the cereal's axing - including One Direction's Louis Tomlinson.
He tweeted Kellogg's saying: "what’s this I’m hearing about you lot getting rid of ricicles . Fuming !!"
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The cereal firm is to also stop selling Ricicles and halt on-pack promotions aimed at children on Frosties,
The move comes amid growing pressure on food firms to help combat Britain's obesity problem - but it has angered customers.
One said: "First it was Sugar Puffs and now I hear Kelloggs are axing Ricicles... As a kid and now an adult I am still a fan of Ricicles and all the cereals I grew up with and it’s not done me any harm... Its the sugar police and do-gooders gone mad again..!"
Another said: "Words can't express how sad I am that Kellogg's are discontinuing Ricicles."
While someone else added: "What the hell are Kelloggs doing. Ricicles are in my top 3 cereals of all time. Reconsider or I’ll boycott all your other stupid cereals."
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Kellogg UK's managing director Oli Morton said the company recognised "based on national dietary survey data, that people are eating too much sugar at breakfast and throughout the day".
It plans to cut the amount of sugar in Coco Pops from 30g per 100g to 17g - a 40 per cent reduction.
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The new recipe, due to be introduced in July 2018, will mean that a 30g serving will contain 5.1g of sugar, or just over one sugar cube
That compares to more than two sugar cubes found in the current recipe.
"This is following a reduction of 14 per cent earlier this year, meaning that from 2017 to 2018, it will have halved the sugar in Coco Pops," Kellogg said in a statement.
Sugar in Rice Krispies will be cut by 20 per cent and in Rice Krispies Multi-Grain Shapes it will be reduced by 30 per cent per serving.
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Government health experts say children aged between seven and 10 should eat no more than 24g of sugar, or the equivalent of six sugar cubes, per day.
"Any move to be helping the general public to make healthier choices is a good one," said Dr Anna Robins, a senior lecturer in exercise, nutrition and health at the University of Salford.
"And the changes that are taking place, while it's a positive step, I don't think they're going far enough to be making these cereals a healthy option in the morning," she added.