The world’s most loved cereal brand Kellogg’s is showing how much salt and sugar it has reduced from its products through a creative art exhibition. It has reduced the sugar and salt content by 18 percent and 23 percent respectively, across all its cereals, whilst increasing fibre by 20 percent.
Kellogg’s has commissioned eight up-and-coming artists from around the world to create a series of pieces made entirely out of salt and sugar to from “A Story of Salt and Sugar”. It includes a 3D breakfast table spread created by Tim Simpson, sculptured from 50kgs of salt, and a recreation of Van Gogh’s famous self-portrait by Q Devine via 12,000 sugar cubes.
A spokesperson for Kellogg’s said they are committed to helping address Europe’s chronic lack of fiber by ensuring all of their breakfast foods are either a source of, or high in fiber by the end of 2023. “All our children’s Kellogg’s cereals are now classified as non-HFSS in the UK. We’ve achieved all of this without using artificial sweeteners, or flavors or changing our recipes too much to ensure that our food continues to taste great. As part of our continued efforts to support consumers in making healthier food choices, we created The Kellogg’s Reductive Art Exhibition – an art installation to help visualize the amount of sugar and salt that has been removed from our cereals.”
The sculpture reflects one of the UK’s most popular landmarks. It features delicately crafted windows, doors, and suspension rods.