The Breakfast Cereal Information Service


Sugar Reduction Guidelines Published

Thursday 30th March 2017

Public Health England (PHE) has today published new guidelines for industry to reduce sugar in everyday food eaten by children.  The guidance sets out the recommended sugar limits for nine food groups including biscuits, breakfast cereals and yogurt, as well as how the reductions could be achieved by the food industry.
The three approaches the food industry can take to reduce sugar are: Reformulating products to lower the levels of sugar present; reducing the portion size, and/or the number of calories in single-serve products; or shifting consumer purchasing towards lower/no added sugar products.

The UK Food and Drink Federation has created a short video explaining what this process involves and what it will mean for manufacturers, retailers, café and restaurant owners. Importantly, the video also explains the changes consumers will begin to see as a result of these collective efforts.

Breakfast cereal manufacturers are actively working to support Government's aims of improving diets including through recipe change and welcome the new guidelines published today by Public Health England (PHE).  

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