The plan sets out the case for the nutritional importance of breakfast cereals in the UK diet, as contributors of fibre and micronutrients.
It said that with 90% of the UK population not meeting the Government’s recommended fibre intake, breakfast cereals were a ‘strategically important food’, accounting for significant quantities of population intakes of fibre and micronutrients.
In addition to Kellogg’s and Weetabix, BCUK members include Cereal Partners Worldwide UK (Nestlé Breakfast Cereals), Jordans Dorset Ryvita and Mornflake.
Its members have made five commitments to promote positive health outcomes through reformulation and improved on pack communications.
They have committed to help people eat more fibre and wholegrain, reduce sugar, maintain low levels of salt, advertise responsibly and help consumers understand nutritional contents.
Gharry Eccles, chair of Breakfast Cereals UK and regional vice president, Cereal Partners Worldwide said: “This is an important document through which we assert the value and the commitment of the UK breakfast cereal industry to public health
“Our category fulfils a strategically important role in providing a breakfast meal to millions of people in the UK daily that is affordable and convenient at the same time as providing important fibre and micronutrients to the diet.”
He said BCUK members remained committed to working with the Government to support improvements in public health. They had reduced the added sugar content of their products by an average of 20% since 2010, and cut added salt by 63.5% since 1998, Eccles added.
The BCUK document sets out five clear asks to Government, including a request for measured targets for increasing daily fibre intakes to meet the current recommended level of 30g for adults.
- We commit to help people eat more fibre & wholegrain
- We will continue to reduce sugar
- We will maintain low levels of salt
- We will continue to advertise responsibly
- We will make it easy for consumers to understand the nutritional content of our products