Coco Pops are now "tasteless", customers have complained, after Kellogg's reduced the amount of sugar following pressure from the Government.

However, there is just one calorie less per bowl disappointed consumers have noted — despite the 40 per cent reduction in sugar.

While before a 30g bowl of the chocolate cereal contained 9g of sugar and 116 calories, now it contains 5.1g of sugar and 115 calories.

The cereal company said the new recipe does not call for artificial sweeteners and instead uses a "more premium" cocoa.

However, hundreds of customers have hit out at Kellogg's, writing that the cereal "tastes stale right out of the box."

Twitter user Peter complained: "Got a box of coco pops while shopping this week, they tasted so stale I had to check the date on the box, that is when I saw 'new and improved' @KelloggsUK where can I return the coco pops? They are so dead, couldn’t finish a bowl, no way I can finish the entire box."