Nestle reduces sugar in popular cereal brand

by Monica Watrous
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Each flake contains less sugar because the surface coating maintains the cereal's sweetness.

VEVEY, SWITZERLAND — As part of global efforts to improve the nutritional profile of its products, Nestle S.A. is launching in Europe a new version of its Fitness cereal with 30% less sugar.

The sugars removed from Nestle Fitness Original are replaced mainly with more whole wheat and rice, according to the company. Each flake contains less sugar because the sugar on the surface coating maintains the cereal’s sweetness. The original cereal contains 155 calories and approximately 11 grams of sugar per serving.

New Nestle Fitness cereal provides as much iron and calcium as the original product and contains no artificial sweeteners. The product is being launched through Cereal Partners Worldwide, Nestle’s joint venture with General Mills, Inc., and will be available across select markets in Europe beginning in March, with plans to eventually expand to Latin America and Asia.
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