USA – Kellogg’s, an American multinational snack and cereal company has launched a new range of non-HFSS (high in fat, salt, and sugar) Coco Pops for the second time this year with the introduction of new Coco Pops Loops and Coco Pops Mega Pops.
The milestone comes after losing its 2022 court case against the UK Government’s HFSS guidelines where the court dismissed Kellogg’s argument that cereals should be exempt from the HFSS restrictions since they are usually consumed with milk.
During the ruling, the court nullified the petition stating that ‘the addition of milk does not alter the nutritional profile of the products themselves’.
According to the breakfast cereal giant, the new offering assures the best-selling kids’ cereal brand with more HFSS-compliant introductions, coming as part of Kellogg’s efforts to lower sugar within its kids’ cereal portfolio.
In 2017, the sugar content in Coco Pops cereal dropped by 40% (from 30g per 100g to 17g), while Rice Krispies saw a 20% reduction and Rice Krispies Multi-Grain Shapes a 30% reduction in sugar per serving.
In 2021, the company launched a limited-edition Strawberry & White Choc Flavour Coco Pops – which it claimed contained 30% less sugar than other chocolate-flavored toasted rice cereals – following this up with a similarly low-sugar limited edition Hazelnut Choco Flavour Coco Pops.
Earlier this year, it launched non-HFSS Coco Pops Chocos, which features 6.6g of sugar and 0.3g of saturated fat per 30g serving.
During the launch, Kellogg highlighted that the new breakfast cereal contained no artificial colors or flavors and has the same chocolatey taste as Original Coco Pops.
For the Coco Pops range – Kellogg’s biggest kids’ cereal seller and the third biggest brand in its portfolio according to IRI sales data – Kellogg reports that the brand is now seeing even more excitement with the introduction of Coco Pops Loops and Coco Pops Mega Pops.
The two have the same iconic ‘chocolatey’ taste as Original Coco Pops but both offer new crunchy shapes and textures to add variety to the breakfast table.
Seanain Mcguigan, activation brand manager at Kellogg’s UK said that Coco Pops is the number one selling kids’ cereal brand, adding that it’s great to continue with the innovation of the range.
“We’ve worked hard to make sure both Coco Pops Loops and Coco Pops Mega Pops add something exciting to people’s mornings while keeping the rich chocolate flavor that the brand is known for.”
Coco Pops Loops are available now in Morrisons with Asda and Sainsbury’s to follow, at an RRP of £2 for a 285g pack. They are also available in Morrisons with Tesco and Sainsbury’s to follow, at an RRP of £3.29 for a 365g pack.