Several leading breakfast cereals that market themselves as having a healthy profile but which would have been red-carded under the old system have now achieved an amber by the skin of their teeth.

Previously, foods needed to have a sugar content of over 15% to warrant a red rating in the front-of-pack labelling but, in the new system, only foods with over 22.5% sugar will get a red flag.

“We’re getting fantastic feedback from consumers about how good Keep Me Going tastes.”

Keep Me Going contains the original SOLO® sea salt, which has 60% less sodium than regular salt. As well as less salt, Keep Me Going has less sugar, less fat and a low GI, so it’s a really healthy way to start the day.