Kelloggs have announced that they’ve been tinkering with the recipe of their Coco Pops cereals range to cut the sugar content from a sickly 35% to a sweet toothed 29.75%.
The breakfast snack firm claim the changes will not compromise the taste of the chocolate treat when it is introduced from mid 2011.
It coincides with a £3m advertising campaign for Coco Pops Choc ‘n’ Roll, a new variant of the children’s favourite.
Eschewing Rice Krispies for giant chocolate coated wagon wheels the product is being touted as high in fibre.
Coco, the eponymous monkey character, will front the Leo Burnett devised campaign on TV, press and outdoor advertising.
Kelloggs have vowed not to target children in the campaign, choosing instead to home in on mums buying power.