i believe it has something to do with an optional kit sold in some places as "sport kit". In Romania, it costs around 450E.
it includes some features like: aluminum pedals, black interior, 227/45 R17W alloy wheels, black bezel headlamps and the sporty grille you see in the second photo.
as far as i know, this package is available only on mid-level trims and above, but i do not know if they sell it as optional in UK.
you can go to
KIA cee'd - Responds to your life! and check "Discover cee'd" - Exterior - Color And Wheels.