Post Foods puts ‘Pebbles’ brands on a diet

Iconic kids' cereal features lower per-serving sugar content, gluten-free claim

PARSIPPANY, N.J. — Post Foods has announced that as of January 2011, the company’s Fruity and Cocoa Pebbles cereal will have a lower sugar content — 9 g per serving — in an effort to address the rise in nutritional concerns among Americans, the company noted last week.

The rice-based cereal brands also will be certified as gluten free — a relatively unique distinction in the cereal category, according to Post Foods.

"Post Foods is dedicated to providing both nutritious and delicious cereals for people of all ages, and we're pleased to announce improvements to the Pebbles brand that will assist in our ongoing efforts to improve kids' nutrition," said Post Foods' Bart Adlam. "By lowering our sugar content and providing gluten free certification, we hope moms feel confident serving a cereal that combines the fun and heritage of Bedrock with great taste that kids love."

Additionally, the company noted that it is part of the Children's Food and Beverage Advertising Initiative, a program launched by the Council of Better Business Bureaus to help tackle childhood obesity by changing the mix of ad messages directed to children under the age of 12 years old to include healthier food choices.

"We commend Post Foods for its commitment to making and advertising healthier choices for kids,” said Elaine Kolish, VP and director of the CFBAI.  “This is one more great example of how the commitment to self regulation and responding to consumer needs is making a difference in children's advertising."

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