Waitrose says it will reduce the sugar in its own-brand range of breakfast cereals in 2016 by 7.5 million calories, or nearly two tonnes. This includes cutting the sugar content in its cornflakes by 15 per cent.
The supermarket has already cut nearly 25 tonnes of sugar out of its other own-brand products, such as chilled juices and cordials.
"We have already made significant progress in reducing sugar across everyday items like drinks and yoghurts," adds Waitrose Nutrition Manager Moira Howie.
"However, it is not simply a question of removing sugar we are also adding healthier ingredients which have nutritional benefits into our own label range, such as wholegrains, vegetables and fruit."