Kellogg's, the world's leading producer of cereal, has announced its plans to cut the salt content of its Corn Flakes, Rice Krispies and other brands by up to a third following pressure from health watchdogs.
Alyson Greenhalgh-Ball, head of nutrition at Kellogg's had this to say:
'For the past 12 years we've been listening to our shoppers and taken down the amount of salt in our food.
'We've been doing this slowly so we take people's palates with us and so they don't notice any difference in taste.
'Since 1998 we've taken over 45 per cent of salt out of our cereals.'
The company previously delayed the reduction of salt levels, claiming customers enjoy the taste it offers. The decision to do so know was due to the pressures from the Government's Food
Standards Agency and campaigning health groups to change its recipes.
Excessive consumption of salt has led to 14,200 premature deaths per year from conditions
linked to high blood pressure, including strokes and heart attacks.