Kellogg’s is celebrating a non-HFSS (foods high in fat, salt and sugar) milestone with a creative art exhibition campaign designed to demonstrate just how much salt and sugar the cereal brand has reduced from its products.
The campaign commissioned eight up-and-coming artists from around the world to create pieces of art from the ‘Kellogg’s Reductive Art Exhibition – A Story of Salt and Sugar’.
The experience will feature a variety of sugar and salt sculptures, as well as salt sketches and animations, created by artists such as Quentin Devine, Gala Bell, Bashir Sultani and Tim Simpson.
One piece featured in the exhibition is a 3D breakfast table spread created by Simpson and sculpted out of 50kg of salt.
Another piece is a recreation of Van Gogh’s famous self-portrait by Q Devine – created by using over 12,000 sugar cubes, while the final exhibit – a replica of the Tower of London – use over 200kg of sugar and salt – the equivalent of two adult gorillas.
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Due to appear in both London and Paris, the free-to-attend exhibition aims to highlight Kellogg’s ongoing commitment to help consumers make healthier breakfast choices.
It comes after Kellogg’s reported a reduction in its sugar and salt content by 18% and 23% respectively across all its cereals, whilst also increasing fibre by 20%.
In addition, its children’s cereals, sugar has been reduced by 36%, salt by 37%, and fibre has increased by 52%.
“People today want more from companies like ours. They not only expect food to taste good but to do a world of good too,” said a Kellogg’s spokesperson.
“As a result, all our children’s cereals are now classified as non-HFSS in the UK. We’ve achieved all of this without using artificial sweeteners, flavours or changing our recipes too much to ensure that our food continues to taste great.”
The campaign follows in the wake of health group Action for Sugar calling for HFSS breakfast cereals and yoghurts brands to remove any packaging that could appeal to children.
The announcement coincided with research from Queen Mary University of London which revealed products from Lidl and Aldi, as well as international brand Nestle, were found to contain the highest sugar levels with packaging targeted towards children.
