Kellogg's have confirmed that they plan to discontinue popular kids' cereal Ricicles from January 2018.
The move is part of an ongoing committent from the brand to reduce sugar content across their range, which will also see them slash the sweetness in similar products including Coco Pops, Rice Krispies, and Rice Krispies Multi-Grain Shapes.
The amount of sugar in Coco Pops will be cut by 40 per cent (from 30g per 100g to 17g), whilst Rice Krispies will receive a 20 per cent reduction in sugar, and Rice Krispies Multi-Grain Shapes will go down by 30 per cent.
Frosties will also be undergoing significant changes, as Kellogg's will end on-pack promotions aimed at children on the boxes.
As per the rage over discontinued retro chocolate bars, fans of Ricicles have taken to Twitter in their droves to share their disappointment that their favourite breakfast will be removed from the shelves altogether.
'30th November 2017 will go down in books as a sad day. @KelloggsUK is stopping the production of their Ricicles brand! #childhoodmemories 😔,' wrote one, followed by another who said: 'RIP Ricicles, forever the king of cereals.'
'Using the Royal wedding news all week to bury the bad news of Ricicles being discontinued is not fair,' a third declared, referring to this week's engagement announcement between Prince Harry and Meghan Markle.
However, not everyone is sad about the news - Public Health England have applauded Kellogg's for the move, with chief executive Duncan Selbie releasing a statement which read: 'Kellogg's UK has shown great leadership and should be congratulated for its plans to make some of its most iconic brands, like Coco Pops, healthier.
'Kids consume half their daily sugar allowance before the school bell rings, with much of it coming from cereals.
We hope this announcement will encourage other companies to significant reductions and produce healthier products.'
Are you sad to see Ricicles go? Let us know in the comment box below!
