Kelloggs launch reductive art exhibition in London and Paris.

Kellogg’s has announced the launch of a Reductive Art Exhibition – a touring gallery of new art which has been designed to showcase the company’s commitment and progress in reducing salt and sugar in its cereals.

The exhibition, which will be held in London and Paris features artworks from eight up and coming artists from the world of fine art, sculpture, and animation. Each were tasked with creating new works using the medium of salt and sugar.

The concept was devised and produced by creative PR shop Taylor Herring.

The featured artists include critically acclaimed sugar craft artist Michelle Wibowo who has recreated London’s iconic Tower Bridge in a 2.5ft high sculpture made entirely from sugar.

The pop-up gallery will also feature sugar and salt sketches and animations created by an array of well-known artists including Quentin Devine, Gala Bell, Bashir Sultani and Tim Simpson.

Since 2011, efforts have seen sugar reduced by 18% and salt reduced by 23% across all Kellogg’s cereals, as well as an increase in fibre of 20%, all without compromising on taste or quality. And in its cereals especially aimed at children, sugar has been reduced by 36% and salt reduced by 37%. *

Kellogg UK’s spokesperson comments: “We’re committed to helping people make healthier choices in the morning, and we wanted to create a really visual expression of this, which is how our Reductive Art Exhibition has come to be. Over the last decade, we have worked hard to continually improve our recipes, and to ultimately give people more of what they want and less of what they don’t. We’re pleased to have reduced salt and sugar across all our cereals, and have done so without incorporating artificial sweeteners, ultimately keeping the great taste of our products that our shoppers know and love.”