Cereal giant Kellogg’s has provoked fury by axing Ricicles as part of plans to cut back on sugar and get children eating healthier breakfasts.
The sweet-tasting morning snack has been a favourite among youngsters for decades, but will be withdrawn from sale in January.
The sugar-coated rice puff cereal, which boasts Astronaut Rik as its mascot, has 34g of sugar per 100g, while the recommended intake for children is 24g per day.
The contentious move has provoked a storm of criticism on social media.
One Direction singer, Louis Tomlinson, reprimanded Kellogg’s directly in a message to his 30.7million followers.
He tweeted: “@KelloggsUK what’s this I’m hearing about you lot getting rid of Ricicles? Fuming!!”
Radio and TV presenter Toby Anstis agreed, tweeting: “I’m with @Louis_Tomlinson on this! @KelloggsUK you can’t do this to the best cereal ever #ricicles”
Betting site, Paddy Power, wrote: “People thought 2016 was a bad year, but 2017 sees Kelloggs discontinuing Ricicles. RIP, sweet prince.”
A Twitter user by the name of Chanandler Bong seethed: “Ricicles being axed because they’re not as healthy as munching on grass and seeds in a field somewhere. Got to love the world nowadays.”
Kellogg’s aims to reduce the amount of sugar in its three top selling children’s cereals by between 20% and 40% by the middle of next year.
The popular lines are Coco Pops, Rice Krispies, and Rice Krispies Multi-Grain Shapes.
As well as scrapping Ricicles, Kellogg’s will end on-pack promotions aimed at children on Frosties.
The move comes amid pressure on food firms to cut sugar levels to combat obesity.
Kellogg UK’s managing director Oli Morton said consumers are “asking for a healthier way to start the day”.
“Taste and health have to go hand in hand,” he added.
Mr Morton said the company recognised that, based on national dietary survey data, people are eating too much sugar at breakfast and throughout the day.
It plans to cut the amount of sugar in Coco Pops from 30g per 100g to 17g, a 40% reduction.
Sugar in Rice Krispies will be cut by 20% and in Rice Krispies Multi-Grain Shapes it will be reduced by 30% per serving.
The government recommends that children aged between seven and 10 should eat no more than 24g of sugar, or the equivalent of six sugar cubes, per day.
