Kellogg’s is set to launch a new cereal product, Chocos as part of its Coco Pops range.

The product which is non-high in fat, salt or sugar (non-HFSS) features 6.6g of sugar and 0.3g of saturated fat per 30g serving.

The ‘crunchy’, chocolate flavoured breakfast cereal is available in Iceland and Sainsbury’s at RRP £3.29.

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“Coco Pops is our number one selling kids’ cereal brand, so it’s exciting to be continuing to innovate with the range,” Kellogg’s UKI senior activation brand manager, Rui Frias told Grocery Trader.

“We’ve worked hard to make sure Coco Pops Chocos brings something different to the breakfast table, whilst keeping the rich chocolate and caramel notes that are characteristic to the brand.”

Last year, Kellogg’s also launched non-HFSS alternatives to its Pringles with three new flavours in its Multigrain range.

The BBQ Sauce, Roast Chicken & Rosemary and Sour Cream & Chilli crisp products were made to contain less salt than the brand‘s original crisps.

In October 2022, new government legistlation in England banned HFSS products from store entrances, gondola ends and checkouts in a bid to limit obesity levels.

A pre-watershed ban on TV advertising of HFSS products before 9pm was also scheduled to roll out this month, however this has since been pushed back to 2025.