12/27/2010 --- Post Foods, LLC, the makers of Fruity and Cocoa Pebbles, announced plans to improve its most popular kids’ cereals in its ongoing effort to address the rise in nutritional concerns among American consumers.

Beginning in January, Post Fruity and Cocoa Pebbles cereals will have a lower sugar content of 9 grams per serving. In addition to lowered sugar levels, all Pebbles varieties are also Cholesterol Free, an Excellent Source of Vitamin D, Low Fat and provide 10 Essential Vitamins and Minerals.

Fruity and Cocoa Pebbles, rice-based cereals, will also be certified as Gluten Free, a relatively unique distinction in the cereal category. In response to increased concerns over celiac disease and products containing wheat gluten, the brand went through a rigorous process to achieve Gluten Free status on both Fruity and Cocoa Pebbles products.

“Post Foods is dedicated to providing both nutritious and delicious cereals for people of all ages, and we’re pleased to announce improvements to the Pebbles brand that will assist in our ongoing efforts to improve kids’ nutrition,” said Bart Adlam, President of Post Foods. “By lowering our sugar content and providing Gluten Free certification, we hope moms feel confident serving a cereal that combines the fun and heritage of Bedrock with great taste that kids love. “

Additionally, Post Foods is working as part of the Children’s Food & Beverage Advertising Initiative (CFBAI), a program launched by the Council of Better Business Bureaus to help tackle the issue of childhood obesity by changing the mix of advertising messages directed to children under 12 to include healthier choices. A report released Dec. 15th by the CFBAI shows Post Foods is demonstrating compliance with our pledge to advertise healthier foods to kids under 12.

“This is a wonderful holiday present for consumers - iconic cereals with the same great taste but lower sugar content,” said Elaine Kolish, Vice President and Director of the CFBAI. “We commend Post Foods for its commitment to making and advertising healthier choices for kids. This is one more great example of how the commitment to self regulation and responding to consumer needs is making a difference in children’s advertising.”