General Mills progressing on cereal sugar reduction

by Eric Schroeder
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MINNEAPOLIS — General Mills Inc. said it is meeting its goal of reducing sugar in cereal advertised to children, and in 2010 it has cut sugar by an additional 8%, on average, in those cereals. The company said it now has achieved sugar reductions of 14% since 2007, with some cereals reduced as much as 28%. The announcement comes a year after General Mills committed to reduce sugar in all Big G cereals advertised to children under 12 to “single-digit levels of grams of sugar per serving.” And while the company did not provide a timeline for achieving the reductions, last week General Mills said all Big G cereals advertised to children will be at 10 grams of sugar or less per serving by Dec. 31, with some already at 9 grams of sugar. “We are making real progress,” said Jeff Harmening, president of General Mills’ Big G cereal division. “We think consumers will be very pleased, because we are reducing sugar and our cereals still taste great.”

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