Breakfast cereals have long had a reputation for hidden sugar, and for good reason. Some reports have found that kids can take in more than half their daily recommended sugar intake before they even leave for school. Too much sugar at breakfast has knock-on effects – energy crashes, dental problems, and less appetite for the nutrients kids actually need to learn, grow and play through the morning.
A few years ago, under pressure to cut sugar across the food industry, Kellogg’s announced a major overhaul of its kids’ cereal range – less sugar, less salt, and new “cleaner” options. It’s worth looking back at what actually changed, and what it means for the breakfast bowl today.
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Less Sugar and Salt in Kids’ Cereals
The overhaul targeted three of Kellogg’s most popular – and most criticised – kids’ cereals: Coco Pops, Rice Krispies and Ricicles.
Kellogg’s committed to a 40% cut in the sugar content of Coco Pops (from 30g per 100g down to 17g), a 20% reduction in Rice Krispies, and a 30% reduction per serving in Rice Krispies Multi-Grain Shapes. Ricicles, one of the more sugar-heavy options on the shelf, was discontinued entirely.
It’s worth remembering that these figures were based on a recommended 30g serving – often smaller than the bowlful most of us actually pour.
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Salt was part of the plan too. Kellogg’s committed to reducing salt in Rice Krispies by a further 10%, and in Rice Krispies Multi-Grain Shapes by 50%.
All of which raises a fair question: why was there so much sugar and salt in kids’ cereal to begin with?
Not every reformulation has landed well with families. When Kellogg’s previously cut the sugar content of Frosties by 30%, the change was unpopular enough that the brand pointed out Frosties is eaten by more adults than children. Whether that reduction was genuinely about health or about staying ahead of sugar tax regulations, the direction of travel for the wider range was still a step forward.
Making Healthier Breakfast Choices
Alongside the sugar and salt cuts, Kellogg’s also moved to remove artificial preservatives from its breakfast range and introduced a plant-based range with no-added-sugar, low-sugar, vegan, wholegrain and organic options.
Cereal remains the quick, easy choice on busy school mornings, so any move toward a healthier bowl is welcome. But it’s worth keeping in mind that these changes came from one brand, and cereal – healthier or not – is still often a pricier breakfast option compared to porridge, eggs or toast.
In many households, the more sugary cereals have become a weekend treat rather than a daily habit – something to enjoy occasionally, alongside regular reminders that breakfast is fuel for the day ahead: better breakfasts help kids concentrate, learn and keep their energy up until lunch.
If you’re looking to mix things up beyond the cereal box, these quick and healthy breakfast ideas are worth trying, especially on cold mornings when something warm is called for. Popular options include:
- Porridge with chia seeds and mashed banana
- Chopped fruit with Greek yoghurt and homemade granola
- Soft-boiled eggs with toasted bagel
- Weetabix with warm milk and chopped banana
- Breakfast smoothies with a homemade muffin (great made in batches and frozen for busy mornings)
Frequently Asked Questions
Why is sugar in kids’ cereal a concern?
Many popular kids’ cereals are high in added sugar, and eating a sugary breakfast can lead to an early energy spike followed by a mid-morning slump. Over time, too much sugar in a child’s diet is linked to weight gain, dental issues and reduced appetite for more nutritious foods.
What changes did Kellogg’s make to its kids’ cereals?
Kellogg’s reduced sugar in cereals like Coco Pops and Rice Krispies, cut salt content, discontinued Ricicles, removed artificial preservatives, and introduced a range of no-added-sugar, low-sugar, vegan and organic options.
Is cereal still an okay breakfast for kids?
Cereal can be part of a balanced breakfast, especially lower-sugar wholegrain varieties served with fruit or yoghurt. Many families keep the more sugary options for occasional treats rather than everyday eating.
What are good alternatives to cereal for breakfast?
Porridge, eggs, Weetabix with fruit, yoghurt with granola, and breakfast smoothies are all quick options that offer more staying power than a sugary bowl of cereal.
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