Cereal fans have been left devastated by the not-so-sweet news that Kellogg’s is to discontinue Ricicles from January.
The UK branch of the company is reducing sugar across its children’s breakfast range as the Government pushes the food industry to cut the sweet stuff from products by 20 per cent by 2020.
But children of the 1980s and 90s said they are ‘heartbroken’ at the news that sugar-coated rice puff cereal Ricicles – which has 34g of sugar per 100g – will be pulled from supermarket shelves.
Ricicles – known as Frosted Rice Krispies in the US – will be discontinued by Kellogg from January as the company looks to reduce sugar from its children’s breakfast range
Kellogg has also announced it will reduce the sugar in some of its most popular cereals, including Coco Pops.
The cereal will decrease in sugar by 40 per cent from 30g per 100g to 17g.
Sugar in Rice Krispies will also be reduced by 20 per cent, and Rice Krispies Multi-Grain Shapes will decrease in sugar by 30 per cent.
The company will also stop any children’s pack promotions on Frosties as it says that more adults than youngsters eat this cereal in the UK.
Some shoppers were devastated that Ricicles will be discontinued, while others won’t miss them that much
Shoppers said they were mourning the loss of Ricicles from supermarket shelves, but others said that the cereal was not a ‘favourite’.
Many made light of the disappearance of the ultra-sweet cereal on Twitter, with one calling Kellogg ‘cereal killers’.
The recipe changes may worry regular customers, but Kellogg has said in a statement that they have tried to ‘maximise flavour’ while will still reducing sugar and not using artificial sweeteners.
Kellogg is also to reduce salt in its children’s cereals, reducing sodium in Rice Krispies in the UK by 10 per cent and in Multi-Grain Shapes by half.
Oli Morton, Kellogg UK’s managing director, said: ‘We know we have a responsibility to continuously improve the nutrition of our food. We recognise, based on national dietary survey data, that people are eating too much sugar at breakfast and throughout the day and that people need more options, such as organic and vegan.
‘That’s why today we are announcing more changes to our foods so that we can continue to support people in making better choices. Our shoppers have told us that taste is still important to them so we’ve worked hard to ensure that our new recipes are just as delicious.’