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Breakfast cereal alliance to improve industry and consumer health

The Australian Food and Grocery Council has formed an alliance of Australian breakfast cereal manufacturers to develop health and nutrition changes for the industry.

The Australian Breakfast Cereal Manufacturers Forum (ABCMF) members produce about 80 per cent of all breakfast cereals purchased in Australia.

Companies making up the alliance include Freedom Foods, Kellogg Australia, Carmens, Nestlé Australia, Popina Foods and Sanitarium.

The Forum aims to improve consumer understanding of breakfast cereals by being proactive in emphasising the benefits of breakfast cereals, engaging in a positive dialogue with stakeholders and consumers and highlighting the benefits of breakfast cereals and correcting misinformation.

The Australian breakfast cereals industry has received praise recently for its proactive approach to health, particularly in the reduction of sugar and sodium levels.

In June it was revealed Kellogg Australia’s commitment to reduce sodium content across its products by 20 per cent had already been met, eight months ahead of schedule.

AFGC Chief Executive Gary Dawson said the ABCMF will provide evidence-based, practicalinformation for Australians on the benefits of breakfast cereals.

“Through continued education, the ABCMF aims to improve consumers understanding of the important role that breakfast cereal can play as part of a healthy, balanced diet,” Dawson said.

“A healthy start to the day is important and breakfast cereals represent the most cost effective, nutritious way to get your day off to a good start.

Australia’s breakfast cereal products market in is worth over $1.2 billion in retail sales per annum and employs approximately 3000 people, many in rural and regional areas.

“All forum members manufacture locally for the Australian market and rely almost exclusively on Australian grown grain, Dawson said.

“The ABCMF will provide category wide, evidence based information on breakfast cereals to media, stakeholders and consumers.”

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