Kellogg’s has attracted criticism from health groups as well as consumer watchdog Choice for replacing a ‘healthy’ cereal with a sugar ‘frosted’ and ‘chocolate’ version with the same name and logo.
The cereal company’s Mini-Wheats 5 Grain cereal was taken off shelves around a month ago and replaced with the new ‘original’ frosted and chocolate varieties last week which allegedly contains 66 percent more sugar than the previous 5 grain variety, SMH reports.
The Obesity Policy Coalition’s executive manager, Jane Martin dubbed the move as ‘sneaky’, claiming that the brand was capitalising on the reputation of the previous ‘healthier 5 grain’ option.
“They are moving into sneaky territory," Martin told SMH.
"It shows the need for a clear system for consumers to compare products," she said.
Campaigns manager at Choice, Angela Cartwright said that the product would has retained a five star rating under the new Health Star Rating program if the recipe had not been altered.
"Basically the two products are the same, including being low in sodium, except for the sugar – that alone has lost it half a star," said Cartwright.
Kellogg’s has since released a statement in response to the new cereal varieties, pointing out that the new varieties only contain five percent of the recommended daily sugar intake.
"We are aware that this change has upset some consumers and are taking this feedback on board," the statement said.
"Despite the change in recipe, Kellogg's new Mini-Wheats Little Bites contain only 5 per cent of the recommended daily sugar intake."
"All Kellogg's products, including new Mini-Wheats Little Bites, have percentage daily intake on the front of all our packs, so shoppers can make a decision without even taking the foods off the shelf."