Kellogg has announced that it has reduced the sugar and salt content by 18 per cent and 23 per cent respectively across all its cereals, whilst also increasing fibre by 20 per cent. Furthermore, in its children’s cereals, sugar has been reduced by 36 per cent, salt by 37 per cent, and fibre has increased by 52 per cent.
The cereal and snacking brand, which committed to reducing salt and sugar across its product range in 2011, has commissioned eight up-and-coming artists from around the world to create a series of pieces made entirely out of salt and sugar to celebrate the milestone achievement.
These will form the Kellogg’s Reductive Art Exhibition – A Story of Salt and Sugar. Pieces in the exhibition include a 3D breakfast table spread created by Tim Simpson and sculpted out of 50kgs of salt, as well as a recreation of Van Gogh’s famous self-portrait by Q Devine, created using 12,000 sugar cubes.
The final exhibits use over 200kg of sugar and salt – the equivalent to two adult gorillas.
“People today want more from companies like ours. They not only expect food to taste good, but to do a world of good too,” a spokesperson at Kellogg’s commented.
“We’re committed to helping address Europe’s chronic lack of fibre by ensuring all of our breakfast foods are either a source of high in fibre by the end of 2023. As a result, all our children’s cereals are now classified as non-HFSS in the UK. We’ve achieved all of this without using artificial sweeteners, flavours or changing our recipes too much to ensure that our food continues to taste great.
“As part of our continued efforts to support consumers in making healthier food choices we created The Kellogg’s Reductive Art Exhibition – an art installation to help visualise the amount of sugar and salt that has been removed from our cereals.”
‘The Kellogg’s Reductive Art Exhibition – A Story of Salt and Sugar’, opens to the public on 8 and 9 September at the gallery@oxo. The one-of-a-kind experience will include a variety of sugar and salt sculptures, salt sketches and salt animations all created by an array of well-known artists including Quentin Devine, Gala Bell, Bashir Sultani and Tim Simpson.