Breakfast is the most important meal of the day. That’s why we’re on a mission to make our Crownfield cereal range better inside and out. Over the past 5 years, we've reduced the volume of sugar across our range by over 20%*, in line with targets set out by the government.
In 2020, we removed all cartoon characters from our own-brand cereal packaging to help prevent 'pester power' when shopping with kids. From now on, cartoons won’t dictate what’s for breakfast, it’s you making informed choices for you and your family.
*Sugar reduction figure based on sales weighted average for 52 week period 1st February 2019 – 31st January 2020.