Breakfast staple Kellogg’s Corn Flakes are now tastier than ever, thanks to a new recipe that contains 25 per cent less salt. In blind tests, the new Corn Flakes, which are already for sale on Maltese shelves, were found to be the tastiest yet. The 25 per cent salt reduction in Corn Flakes also applies to other popular Kellogg’s brands based on Corn Flakes – including Kellogg’s Frosties and Kellogg’s Crunchy Nut Corn Flakes.

Shoppers will recognise the new reduced salt recipe by an on-pack flash.

Kellogg’s has had a salt reduction programme in place since 1998 and as a member of the Association of Cereal Food Manufacturers (ACFM), supports the industry-wide commitment to a 10 per cent reduction in salt levels in cereals by the end of 2005, subject to consumer preference.

Now, one 30g serving of Kellogg’s Corn Flakes contains 0.55g of salt, which contributes nine per cent of the Guideline Daily Allowance (GDA). The same sized serving of Frosties (30g) provides 0.35g of salt – 6 per cent GDA.

Kellogg’s health and wellbeing manager Alyson Greenhalgh-Ball commented: “Breakfast is the most important meal of the day but, worryingly, one in five kids are skipping it – despite evidence that those who eat breakfast tend to have more physical and mental energy than those who don’t.

“Although breakfast cereals on average contribute a very small amount of salt in the diet – no more than five per cent of the average adult intake of salt – we are committed to helping consumers reduce the amount of salt in their diets in line with Government policies on salt reduction.”