Now you can buy Frosties with less sugar

Kellogg's attempted to win points on another health issue today by announcing the launch of a reduced-sugar version of Frosties.

The new product will contain one third less sugar than the standard version, which will remain on sale.

Kellogg's said the move was in response to "changing consumer tastes".

Company nutritionist Alyson Greenhalgh-Ball said: "Our research revealed that about 38 per cent of adults think that

standard Frosties is too sweet for them so we have introduced a brand new choice for mums and kids in the form of Frosties Reduced Sugar."

The company said adults make up 62 per cent of its market for Frosties, even though it is seen as a children's brand.

A 30g serving of Frosties Reduced Sugar contains 7.5g of sugar, equivalent to a little more than one heaped teaspoon. However, even this smaller quantity officially makes the new cereal high in sugar, according to guidelines from the Government's Food Standards Agency.

The food watchdog says 10g of sugar or more per 100g of any product is "a lot".

Kellogg's said it preferred to use a measurement known as Guideline Daily Amount (GDA) which shows that a 30g bowl of Frosties contains 5.8 per cent of the GDA of sugar for an adult man. There is no GDA measurement for children.