The amount of sugar in Coco Pops breakfast cereal has been further reduced by 40%. The revamped recipe, which also has 10% less salt, now has 17g of sugar per 100g rather than 30g. Levels were already cut by 14% this year. It puts the brand ahead of Government's goal of 20% less sugar in cereal and snacks by 2020. Kellogg's said it took three-and-a-half years to reformulate the recipe. Professor Graham MacGregor, chair of Action on Sugar, said: ‘We hope Kellogg's will reformulate all of their cereals and set an example for all other food manufacturers. We need mandatory sugar-reduction targets with strict penalties for those who don't comply.’