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According to reports in the national press, cereals in the United Kingdom have up to 30% more sugar than their equivalent versions in the USA.

A survey conducted by the Sunday Times found that Kellogg's Special K has 17g of sugar per 100g in the UK compared to 13g per 100g in the US. Nestlé Cheerios has 21.5g of sugar per 100g compared with just 4g in the US. Alpen muesli contains 15% more sugar in the UK than the US, according to the survey.

Kellogg's said that it altered recipes from country to country to cater for different palates adding: ‘when you look at the amounts you are talking about it's still low when you consider what people eat across the day’.