BRUSSELS – The Kellogg Co.’s European division is reducing the amount of salt in Kellogg’s Rice Krispies and Kellogg’s Corn Flakes by 30%.

“For the past 12 years we have been listening to consumers and nutrition policy leaders and gradually reduced the salt in our products without compromising on taste,” said Tim Mobsby, president of Kellogg’s Europe. “We have already reduced salt in our major cereal brands by at least 50% since we started this effort in 1998 in Europe. These new reductions are an additional commitment.”

Since both the Corn Flakes and Rice Krispies brands are the basis of many other Kellogg’s brands in Europe, such as Crunchy Nut, Coco Pops and Rice Krispies Squares, the effort will have an impact on many of the company’s products.

The Kellogg Co. said no salt replacers are being used in the sodium reduction effort. For Kellogg’s Rice Krispies-based products the salt has been replaced by rice, and for the Corn Flakes-based products more corn has been added.

The reformulated Rice Krispies cereals are already on store shelves in Europe and the reformulated Corn Flakes products will be on the market in March, according to the company.