Breakfast cereals 'portrayed in bad light'

According to the Irish Breakfast Cereal Association (IBCA), breakfast cereals have recently been portrayed badly and the "important beneficial aspects" to cereals have been ignored, it has been reported.

Recently, mysupermarket.co.uk released a report showing that Kellogg's Crunchy Nut Cornflakes contains 13.6g of sugar per serving, which is 5g more than the sugar content of a jam doughnut.

However, a spokesperson for the IBCA told the Irish Independent that comparing cereals to jam doughnuts or chocolate cake was "misleading" as it only looks at sugar content.

"This does not help people make an informed choice about what to eat," the spokesperson added.

The report from mysupermarket.co.uk found that other cereals with high sugar content included Coco Pops, which contains 10.2g per serving.

Nestle's Shreddies and Kellogg's Special K, Cornflakes and Rice Krispies all have more sugar and salt than many sweet snacks, the report discovered.

People should look at a number of different factors in order to make a choice about breakfast cereals, including "portion size, fat, saturated fat, carbohydrate, sodium, fibre, vitamins and minerals and calories", the IBCA spokesperson said.

Posted by Jason Webster