Are cereal makers working to reduce the amount of sugar?
By Joe Harker
Breakfast is the most important meal of the day and there is one kind of food associated with the meal above all others, and that's cereal. It is a quick and easy meal at a time of day when most are eating to a deadline. Pour in bowl, add milk, voila!
Unfortunately for cereal fans there is a huge problem with sugar, particularly among those marketed to children. Most cereals for children are packed with sugar and make for an unhealthy meal, but even "healthy" types marketed at adults can be packed full of sugar. The Telegraph had a look at the 10 most sugar packed cereals in the UK and found that supermarket own brands were some of the biggest culprits, but also discovered that the popular Kellogg's Crunchy Nut brand came third on the list, with the next two places held by supermarket versions of the cereal.
Public Health Liverpool has named and shamed several of Kellogg's brands aimed at children, saying that they contain far too much sugar. They said that a 40 gram serving of Coco Pops or Frosties contained up to three and a half cubes of sugar, when the recommended daily allowance for a young child is six cubes. Kellogg's has said that their "long term sugar reduction programme" had been put in place to reduce the content in cereals. Liverpool Councillor Tim Beaumont warned families about the public perception of cereals as a healthy option. He said: "It is a myth that breakfast cereals are a healthy choice. Some are, but most are loaded with sugar. Families simply don't realise how much is in them."
Kellogg's plan to further lower the sugar content in Coco Pops by 40 per cent, which follows on from a previous 17 per cent reduction that will make them have half the amount of sugar than several years ago. Their chances will come into effect by the end of 2018 and certain cereals will also be discontinued. Ricicles will soon disappear from the shelves as a lower sugar version of them would just be Rice Krispies.
However, one cereal escaping the sugar culls is Frosties. They will now be marketed towards adults as Kellogg's says that reducing sugar would impact the taste to the point where it would damage sales. By marketing Frosties to adults they will bypass any regulations made to cut the amount of sugar in kids cereal.