Post Lowers Sugar Content Of Its Rice-Based “Pebbles” Breakfast Cereals For Kids

Breakfast cereal maker Post Foods, LLC, says it is lowering the sugar content of some of its products, specifically its rice-based Fruity Pebbles and Cocoa Pebbles, to nine grams a serving in January 2011 as part of an effort to “address the rise in nutritional concerns among American consumers.” The company also says its Pebbles cereals are cholesterol-free, low in fat, rich in vitamin D and other vitamins and minerals, and certified gluten-free. Post is one of the big food and beverage companies participating in the Children’s Food & Beverage Advertising Initiative (CFBAI), a program launched by the Council of Better Business Bureaus to curb the amount of advertising of unhealthy foods targeting children under 12.