General Mills lowers sugar in kid's cereal

WASHINGTON, Dec. 9 (UPI) -- A U.S. food advocacy group is applauding the announcement Wednesday that General Mills is planning to reduce sugar in the cereals it advertises to children.

"General Mills, which has included whole grains, is taking another important step in the right direction by pledging to cut the sugar in the cereals it advertises to children," Margo G. Wootan, nutrition policy director at the Center for Science in the Public Interest in Washington said in a statement.

"As sugary cereal is one of the top products marketed to children, we hope the company swiftly implements these changes and that Kellogg, Post Foods and other competitors quickly follow General Mills' lead.

Jeff Harmening, president of General Mills' Big G cereal said General Mills has been reducing sugar in cereals advertised to children, while increasing key nutrients, such as calcium and vitamin D, and providing whole grain.

"We have reached and exceeded our original goals," Harmening said in a statement. "So today we are strengthening our goal -- by publicly committing to further reduce to single-digit levels of sugar per serving every cereal advertised to children under 12."

The initiative will extend globally to 130 countries, Harmening said.

General Mills' 2005 whole grain initiative has resulted in every Big G cereal providing at least 8 grams of whole grain per serving, with many cereals providing 16 grams of whole grain or more.