Rebecca Prescott is a nutrition expert. This is a personal blog and views expressed are her own.

24 Feb 2012 (Updated 7 Mar 2012)


Has Kellogg's got it cereal-ously wrong?

Breakfast is the most important meal of the day – a phrase that has been spoon-fed to consumers for decades, but is actually a health-related claim spouted regularly that has a large amount of truth.

Despite this, children and adults struggle to find the time to fuel their bodies at breakfast time in preparation for the rest of a busy day.

So, when the time is found to consume a nutritious, filling and energy packed breakfast, why not opt for the new innovation from Kellogg's: Totes Amazeballs. This is the latest addition to the company's range of breakfast cereals.

Which? recently revealed that the majority of breakfast cereals are too high in sugar and is once again calling on retailers and manufacturers to provide a wider choice of healthier cereals and label them more clearly.

Which? compared the nutritional content of the top selling breakfast cereals and their own-brand equivalents, and discovered that 32 out of 50 were high in sugar. Perhaps more importantly, cereals aimed at children were particularly worrying, with high levels of sugar found in 12 out of 14, meaning that many kids would probably be better off dipping into a chocolate brownie ice cream than eating a bowl of cereal before a hard day at school.

The worst offenders

According to the research, Kellogg’s Frosties was the worst offender, with 37% sugar. Chocolate rice cereal from several supermarkets came a close second, followed by Kellogg’s Crunchy Nut Cornflakes, Kellogg’s Coco Pops and Sugar Puffs. Cereals marketed as healthy, such as Kellogg’s All-​Bran, Bran Flakes and Special K, were also high in sugar.

Kellogg's new Totes Amazeballs really takes the biscuit (or in this case, offers it in bowl for young children). The cereal contains 'choco rocks', shortbread, raisins and marshmallows. I haven't seen the nutritional information yet, but my gut instinct says I don't think it would win any prizes in the 'clean label' stakes.

The idea came after UK rocker and Charlatans frontman Tim Burgess told his fans on Twitter that he wanted to create a breakfast cereal called Totes Amazeballs. Perhaps thinking of his 20,000 followers and the marketing opportunities, Kellogg’s took him at his word.

So here it is: a truly 'Amazeballs' cereal that's clearly aimed at children and therefore encouraging them to consume a high-fat, high-sugar cereal to start the day.

This is, of course, an assumption on my part. I may be surprised and humbled when I've read the full ingredients list, but the tagline They're schhweet, which is plastered across the front of the box, prevents me from issuing a formal apology just yet.

Is Kellogg's sugar-coating the most important meal of the day? Perhaps the company will release a new cereal in the future based on tweets from doctors who are struggling to fight childhood obesity, and the weight-loss surgeons performing an increasing number of operations each day.

Rebecca is editorial assistant of FoodBev.com