Giving in to pressure from the Government’s Food Standards Agency (FSA) and campaigning health groups, Kellogg’s has finally decided to reduce the salt content of its some of its brands, including Corn Flakes and Rice Krispies, by almost one-third.

Though Kellogg’s has thus far been delaying the recommended cut in the salt levels on the grounds that the customers relish the taste that the company’s products offer, it has gone ahead with the salt reduction – with FSA noting that the “too much” salt that the nation is consuming can pose a serious health threat.

With the Britons’ 8.6 g average daily salt consumption – that is, 43 percent more than the recommended 6g limit – being linked to 14,200 premature deaths per year due to high blood pressure, heart attacks and strokes, Kellogg’s noted that its decision will take away roughly 300 tons of salt per year from the country’s diet.

Saying that new ‘less salt’ recipe Rice Krispies and associated products have already reached the store shelves, and that new recipe Corn Flakes will become available in March, Alyson Greenhalgh-Ball, Kellogg’s head of nutrition, elaborated: “For the past 12 years we've been listening to our shoppers and taken down the amount of salt in our food,” gradually, without making the change too obvious.

Greenhalgh-Ball added: “Since 1998 we've taken over 45 per cent of salt out of our cereals.”