Ready-to-eat Breakfast Cereals
Leading companies Kellogg, Sanitarium, Cereal Partners Worldwide, Woolworths, Coles and ALDI are working collaboratively with the Australian Government and public health groups to promote good nutrition and make healthier food choices easier for all Australians.
The companies involved, which represent approximately 60 per cent of the market share for ready-to-eat breakfast cereals, have committed to action in the areas of product reformulation, consumer messaging and portion sizing.
These commitments build on efforts already underway in the sector to encourage good dietary choices and promote the benefits of a healthy breakfast.
For the purposes of the initiative, ready-to-eat breakfast cereals include plain or mixed flakes, puffed grains, processed grains, and fruit/flake mixtures with or without other ingredients. Ready-to-eat cereals do not include muesli, hot cereals or wheat biscuits.
Companies have agreed to a reduction in sodium (a key component of dietary salt) across ready-to-eat breakfast cereals2 that exceed 400 milligrams of sodium per 100 grams by 15 per cent over four years. The amount of sodium reduction per year and products to be targeted will be determined by the individual companies involved.
Companies have agreed to a two-tiered approach to consumer messaging. Tier one messages will promote the benefits of breakfast cereal as part of a healthy, well-balanced diet. Tier two messages will promote healthier product lines, including wholegrain, less energy dense and higher fibre breakfast cereals.
The agreed consumer messaging approach aligns with the Australian Dietary Guidelines, which recommend that Australians eat plenty of cereals (including breads, rice, pasta and noodles), preferably wholegrain.
Companies will report back to the Food and Health Dialogue on progress against the above commitments at six monthly intervals during 2010-11, then annually thereafter.