MINNEAPOLIS—General Mills announced its commitment to an initiative that will reduce sugar in all cereals advertised to children under age 12 to single-digit grams of sugar per serving.
The company’s commitment is among the most aggressive goals advanced in the food industry. The initiative will extend globally to 130 countries, with Cereal Partners Worldwide—the global cereal joint venture in which General Mills is a partner—adopting similar commitments.
"Ready-to-eat cereal really is one of the best breakfast choices you could make,” said Susan Crockett, PhD, vice president, Health and Nutrition, and director of the Bell Institute of Health and Nutrition at General Mills. “More frequent cereal eaters tend to have healthier body weights and lower Body Mass Index (BMI) measures. It’s true of men. It’s true of women. It’s true of kids. And that includes people who eat presweetened cereals.”
Ready-to-eat cereal eaters consume less fat, less cholesterol and more fiber than noncereal eaters. Cereals also deliver important vitamins, minerals and essential nutrients, such as vitamins A, B6, iron, niacin and zinc, making cereal a top source of key nutrients in children's diets.
“Our first target was to reduce sugar in cereals advertised to children to 12 grams of sugar or less,” said Jeff Harmening, president of General Mills’ Big G cereal division. “Many were already lower, but some were not. So we put in place a plan to reduce sugar levels in a series of steps in those cereals and others, while continuing to deliver great taste. As a result, we have already reduced sugar in many cereals, some by as much as 20 percent, and by spring General Mills cereals advertised to children will all have 11 grams of sugar per serving or less."
