Start up The No Nasties Project has created a low-sugar cereal range, sold in packaging featuring licensed Disney characters Elsa and Anna from Frozen and Spider Man and Incredible Hulk from Marvel.
The cereal has 50 per cent less sugar and contains no artificial colours, preservatives or additives.
“By working with Abhishek Thakur and the Woolworth’s team, we’re making healthier easier by giving parents the opportunity to discover a better choice in their normal shopping routines,” said No Nasties Project founder David Andrew, who was motivated by concern at Australia’s obesity problem.
“Australian parents have so many health messages presented to them every day. By The No Nasties Project partnering with Disney, we’ve made it easier, providing a healthier option without sacrificing on taste or familiarity and delivering a product that passes the pester-power test with characters they know and love.”
The company is donating $50,000 to nutrition organisations supporting the youth when they hit their goal of reducing 500 tonnes of sugar intake nationally every year.
Research by the Australian Institute of Health and Welfare shows that one in four Aussie kids aged from 5 to 14 are overweight (17%) or obese (7.7%).
The No Nasties Project is available at Woolworths stores.