Change is coming soon to a cereal aisle near you.
Kellogg Co., the world's largest manufacturer of breakfast cereals, has begun reformulating its products to add more fibre — with the first changes appearing in its most-popular children's cereals, such as Froot Loops and Apple Jacks, this month.
By the end of 2010, nearly 80 per cent of Kellogg's ready-to-eat cereals sold in the United Status will be at least "good" to "excellent" sources of fibre, the company says.
"For Kellogg's Froot Loops and Apple Jacks, we will use a combination of fibre sources, including whole grain corn flour, whole grain oat flour, oat fibre and soluble corn fibre," said Adaire Putnam, Kellogg Co spokesperson. "As we continue adding fibre to our other cereals, we will consider a variety of fibres from various sources, and will use them alone or in a blend."
Up until now, Froot Loops and Apple Jacks have each contained less than 1g of fibre per serving. Now, each cereal will be a "good" source of fibre with 3g per serving.
The decision to reformulate is "another step on Kellogg Company's journey to continually improve the nutrition profile of our products without compromising taste or quality," said David Mackay, president and chief executive officer. "A year ago we changed what and how we market to children and reduced the sugar and sodium in a number of our cereals. Now, Kellogg is adding an important benefit — fibre — to our foods."
According to a USDA survey , children ages 6-12 get, on average, 12g of fibre per day — well below the recommended intake.
Prior to these changes, Kellogg already had a large number of higher fibre cereals in the United States, including Frosted Mini-Wheats, Kellogg's Raisin Bran and All-Bran. Kellogg introduced its first fibre cereals in the early 1900s.
While the company is making a similar commitment to boost the fibre content of its cereals in Canada, it markets different products than in the United States, and therefore the reformulation schedule will vary, Putnam said.
Kellogg Co also manufactures and markets products in Latin America, Europe, and Asia but has not announced any reformulation plans there.
For information on Kellogg Co's nutrition philosophy, visit www.kelloggsnutrition.com .