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Nestlé Introduces Reformulated Fitness Cereal in Europe

By: Lisa Olivo

, Rodman Media

Switzerland- based Nestlé is launching a new version of its popular adult Fitness cereal with 30% less sugar, across Europe. The introduction reflects ongoing efforts by Nestlé to make nutritional improvements to its products.
 
The sugars taken out of Nestlé Fitness Original are replaced mainly by increasing the amount of whole wheat and rice. The new product will be available across select markets in Europe in March, followed later by a roll-out to Latin America and Asia.
 
Nestlé has also modified where certain ingredients, like sugar, are located in the new Fitness flakes in order to maintain flavor while improving the nutritional profile of the product. There is less sugar inside each new Fitness cereal flake because sugar on the surface coating provides enough sweetness.
 
The new product contains as much iron and calcium as the original product and contains no artificial sweeteners. It is being launched through Nestlé’s joint venture, Cereals Partners Worldwide, with General Mills Inc.

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