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Weetabix ahead of the game as Action on Sugar reveals new labelling recommendation for cereal manufacturers

Following the claim from Action on Sugar that branded cereal manufacturers are deceiving the British public, the nation’s most popular breakfast cereal, Weetabix has reminded customers it has all-green traffic lights on its Weetabix Original, Weetabix Protein and Ready Brek packaging.

Weetabix who introduced the traffic light labelling system to its cereal packs in 2016, is one of the few cereal companies to share its nutritional credentials in this way.

Kevin Verbruggen, Head of Brand, Weetabix says: “We want to make it easy for people to make a healthy choice. Weetabix has the easy-to-read traffic lights on all of its cereal packs to help shoppers to make a quick, informed decision. As the UK’s number one cereal brand, we have a responsibility to provide best-practice food labelling.

“Weetabix branded cereals already have less sugar than Public Health England’s guidelines for 2020[1]. For example, Weetabix has always been a low sugar cereal.”

[1] Weetabix Food Company’s branded portfolio has a sales weighted average sugar level of 9.6% vs. PHE’s 12.3% guideline for 2020.

-ENDS-

For more information please call the Weetabix team at Mercieca

on 020 7484 0100 or email Weetabix@mercieca.co.uk


Notes to editors

  • Low sugar products contribute over half of Weetabix’s breakfast cereal volume[2].
  • Our branded breakfast cereals contain 9.6% sugar on average – this is 32% lower than the average for the total category[3].
  • Weetabix (original) contains just 4.4% sugar (1.7g per serving).

About Weetabix Food Company

Weetabix Food Company makes Weetabix, the UK’s number one selling, most trusted and most recommended cereals. It is home to some of Britain’s most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready Brek, Weetos and the popular Alpen bars.

The organisation is owned by Post Holdings Inc., a consumer packaged goods holding company. Weetabix Food Company has been proudly fuelling families around the world for the past 85 years with nutritious cereals and snacks produced in Burton Latimer, Corby and Ashton. The company which has its global headquarters in Northamptonshire, operates across North America, South Africa, Kenya Germany and Spain and exports to more than 90 countries around the world.

 

[1] Weetabix Food Company’s branded portfolio has a sales weighted average sugar level of 9.6% vs. PHE’s 12.3% guideline for 2020.

[2] Source: Kantar Worldpanel 52 w/e 1st January 2017; 51.3% of volume contains <5.0% sugar (criteria for “low sugar” claim)

[3] Source: Kantar Worldpanel 52 w/e 1st January 2017; Weetabix internal data; Public Health England (category average sugar content is 16.7g)