Kellogg Australia today announced that the company has reduced the salt levels in its flagship Corn Flakes and Rice Bubbles cereal products by 20% fulfilling its 2010 commitment. The reduction target has been achieved eight months ahead of schedule with the reformulated cereal already in production and fully rolled out by August 2012.

The latest reductions mean that since 1997, Kellogg’s has reduced salt levels across its portfolio of cereals by up to 59%, a statistic that equates to approximately 276 metric tonnes, or more than 4.9m salt shakers (2oz) removed from Australian diets every year.

“Breakfast cereals have never been a major contributor to salt in Australian diets but we believe we have an important role to play in leading by example and making reductions wherever possible,” said Stevie Reid, senior nutritionist at Kellogg Australia. “We’re continuously looking for ways to improve the nutritional value of our cereals, whether that’s less salt, more fibre or low GI and high protein options, without sacrificing the great taste that Australians expect.”

As a key ingredient in the taste of food products, salt has been removed by Kellogg in small amounts over long periods of time to ensure that the palates of consumers move with the reductions.

“Kellogg’s Corn Flakes and Rice Bubbles have been around for over 80 years, so we know they are much loved by Australian shoppers. We’ve been reducing salt slowly now for over 14 years to ensure that the taste of the products continues to delight the millions of families who enjoy our cereals everyday,” added Ms Reid.

Campaign group AWASH has applauded the achievements of Kellogg. Elizabeth Dunford, research officer at AWASH said: “AWASH commends Kellogg’s for their recent success in reducing the salt content of Corn Flakes and Rice Bubbles and hopes it will encourage other breakfast cereal manufacturers to follow this good example.”

Kellogg also confirmed it was on schedule to deliver on its Food and Health Dialogue commitment to reduce by 15% the sodium in all Kellogg’s cereals that exceed 400 milligrams of sodium per 100 grams by the end of 2013.

“We’re on track to meet our sodium reduction goal by the end of 2013.  In fact, we’ve already achieved the reductions for Special K Original, Special K Honey Almond, Coco Pops, Coco Pops Chex and Froot Loops,” confirmed Ms Reid.

Notes to editors:
In the last 14 years (since 1997) Kellogg Australia has significantly reduced the sodium in 9 of its most popular cereals:

o Sultana Bran by 59%
o All-Bran and All-Bran Wheat Flakes by 55%
o Just Right by 39%
o Crunchy Nut by 41%
o Corn Flakes 36%
o Rice Bubbles by 41%
o Special K by 30%, and
o Nutri-Grain by 18.5%. 

New nutrition labelling to appear on pack:

In Australia, salt in breakfast cereals contributes to just 4.5% of a child’s daily sodium intake* 
while foods such as bread rolls (25%), meat and poultry (21%), biscuits and pasta (17%), and sauces (8%) contribute significantly more**.

Salt comparison versus other breakfast options:

• 30g serving of Kellogg’s Corn Flakes contains 165mg of sodium (with 1/2 cup of skim milk it comes to 221mg)
• 30g serving of Kellogg’s Rice Bubbles contains 165mg of sodium (with 1/2 cup of reduced fat milk it comes to 233mg)
• A slice of wholemeal toast with yeast spread contains 344mg of sodium
• A ham and cheese croissant contains 732mg of sodium
• A crumpet with butter contains 467mg of sodium
 

References:
* Grimes CA, Campbell KJ, Riddell LJ, Nouson CA. Sources of sodium in Australia children’s diets and the effect of the implication of sodium targets to food products to reduce sodium intake (2011), 05:468-477
** FSANZ (2009) How much sodium and salt are we eating www.foodstandards.gov.au