In order not to see his note too lowered with the new criteria of the Nutri-Score, Nestlé will still change the recipe for Chocapic, her best-selling cereals in France. Other large agrifood groups have not reacted in the same way.
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Three months after the entry into force of the new Nutri -Score – especially more severe for sweet products – Nestlé announces to review the recipe for its chocapic cereals to keep the best possible note.
For the past year and a half, Nestlé has done dozens of recipe tests, all -round tests from consumers to finally find the trick that allows 11% of sugar in Chocapic. But of course, without displeasing morning cereal enthusiasts in the eight million French homes consumers. The idea is to keep the immediate gourmet effect in the coating of each cereal, but to remove sugar inside the petals, including less chocolate.
A bowl of Chocapic was classified A according to the former algorithm of the Nutri-Score. These cereals will be classified B with the new recipe when they were threatened due to the new criteria of an orange color, and therefore not far from the red. A note understood by customers as a product category to ban.
Danone risked the same fate for her drinking dairy products. The industrialist preferred to throw in the towel and no longer display the Nutri-Score at all. Because it is still not compulsory since its creation in 2017.
Chocapic is the second best -selling cereal brand in France behind the treasure of competitor Kellog’s. These cereals, represent almost 30% of Nestlé sales in France and 40% of its advertising expenses, have seen their recipe modified seven times in twenty years with a reduction “progressive“48% of sugar, 60% salt but also saturated fatty acids as well as an increase in fibers.
