• Brandweek, Thursday, December 10, 2009 1:19 PM

Without setting a specific timeline, General Mills says it will reduce the sugar content of the 10 cereals it markets to children under 12 to single grams of sugar per serving levels, Sarah Knapp reports. The Center for Science in the Public Interest says the announcement is an important step in the right direction and calls on other cereal manufacturers to follow GM's lead.

"Many of our cereals are already lower in sugar, but we listen to our consumers, and we know that some would prefer to see even lower levels of sugar in cereals, especially children's cereals and that is the focus of this initiative," says Adrienne Daniels, marketing manager, Big G Cereals of General Mills.

The cereals affected are Lucky Charms, Cocoa Puffs, Cocoa Puffs Combos, Reese's Puffs, Cookie Crisp, Cookie Crisp Sprinkles, Cinnamon Toast Crunch, Frosted Cheerios, Trix, and Honey Nut Cheerios (which is already at single-digit levels).

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