Waitrose reduces sugar in own-brand cereal

London-based Waitrose has significantly lowered sugar levels in half of its store brand cereal, according to an articled posted Nov. 21 on the website of the Alexandria, Va.-based Association for Convenience & Fuel Retailing.

The grocery chain reduced the sugar content of 27 of its cereal varieties by an average of 15 percent and will be cutting sugar in the rest of its own-brand cereals in 2017, the article stated.

Waitrose’s cereal reformulation exceeds Public Health England’s target of 5 percent sugar reduction in breakfast cereals by September 2017.

“As cereal makes up 60 percent of breakfasts [in the United Kingdom], this is a great way to help customers reduce the amount of sugar in their diet,” Emma Williams, a senior nutritionist at Waitrose, is quoted as saying.

To read the article, visit http://www.nacsonline.com/Media/Daily/Pages/ND1121166.aspx#.WDR-grIrKpo.