Melbourne-based start-up The No Nasties Project has rolled out a new 50 per cent less sugar cereal range in three flavours across Coles stores nationally.
According to the World Health Organisation, Australians have a high consumption of sugar – more than twice the recommended daily intake.
David Andrew, founder of The No Nasties Project, said the brand aims to provide affordable lower sugar options in everyday supermarket categories.
“We are on a crusade to provide a healthier option in mainstream sugary categories to help reduce sugar intake across Australia.”
The flavours are Cinnamon Donuts, Fruity Loops and Choc Bombs. The company says the cereals are a source of B-vitamins and iron and carry a 3.5 health star rating.
This is the sixth product range expansion for the brand in the past year with more planned in the coming months. The brand offers a range of reduced sugar products including Sugar Freezies Icy Stix and 50 per cent less sugar Cookies, Choc Spreads and Cereals.
