The skinny on sugary cereals: General Mills takes on childhood obesity


Breakfast in households with children (and adults who eat like kids) combine two of the biggest money makers in America. Sugary cereal and obesity. And if cereal giant General Mills has its way, the latter will get a whole lot smaller.

Wednesday, Big G, the cereal division of General Mills and the makers of popular brands Lucky Charms, Cocoa Puffs and Trix, announced that it was reducing the amount of sugar in many of its most profitable brands that are marketed to kids.

The chopping block
Ten cereals in all will go on a diet, with the goal of reducing the sugar grams within to the mere single digits per serving. The reduction could prove substantial. For instance, the sugar in Cocoa Puffs could dip 25% lower than it was a few years ago.