UK consumer organisation Which? says that cereals marketed at children are too high in sugar.
It did, however, note that many cereals had reduced their salt content in recent years.
Of 14 cereals targeted at children, Which? Found that 12 contained high levels of sugar – including cereals that were claimed to be healthy. Overall, 32 of the 50 cereals examined by Which? Were deemed to be high in sugar.
Other criticisms made by Which? included inconsistent nutrition labelling, a lack of traffic light labelling – an approach long endorsed by Which? - and a lack of consistency in ‘per serving’ information from one manufacturer to another.
The worst offender was found to be Kellogg’s Frosties, which contained 37% sugar, followed by the chocolate rice cereals made by a number of manufacturers. More than 12.5% sugar content is widely accepted as being too high.
Industry body the Breakfast Cereal Information Service also rejected a link between high sugar cereals and obesity, pointing out studies that show that consumers who eat breakfast cereals have a lower BMI (body mass index) than those who don’t, and are at less risk of being overweight.
Kellogg’s responded that its packaging made clear what the sugar and salt content of its cereals are, and that it provided a broad range of options gave consumers lower sugar and lower salt options.
Nestlé Shredded Wheat was said to be the healthiest cereal, with low levels of sugar, fat and salt. Quaker Oat So Simple Original and Weetabix were the only other cereals low in sugar.
