The consumer champion 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. Cereals aimed at children were particularly disappointing, with high levels of sugar found in 12 out of 14, meaning that many would be more at home in the chocolate biscuit aisle.
The worst offender was Kellogg’s Frosties, 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.
Nestlé Shredded Wheat was the healthiest cereal, with low levels of sugar, fat and salt. Quaker Oat So Simple Original and Weetabix were the only other cereals that were low in sugar.
Which? experts were pleased to see reductions in salt across the majority of cereals, with significant cuts in some, including Morrisons Honey Nut Cornflakes, Tesco Special Flakes and Kellogg’s Coco Pops. Just eight cereals failed to meet the salt targets for 2012. Which? also found inconsistent nutrition labelling, with different serving sizes between brands, a lack of traffic light labelling and inconsistent ‘per serving’ information.
Which? executive director, Richard Lloyd, says: “It is good news that the salt content of many cereals has been lowered. But Which? research has shown that once again, many top-selling breakfast cereals are too high in sugar. Parents will be particularly surprised by the fact that the majority of children’s cereals contain so much sugar.
“More action is needed by retailers and manufacturers to provide a wider choice of healthier cereals. The Government also needs to encourage manufacturers to take action over sugar levels and provide consistent nutrition labelling that includes traffic light colour coding so it is easy to see exactly what you are buying.”
Katharine Jenner, nutritionist and campaign director of CASH (Consensus Action on Salt and Health), says: “It’s great to see manufacturers finally putting less salt in our breakfast cereals. This is a really positive and important step forward for salt reduction, and therefore our health, in the UK.
“However, it is important that these reductions continue beyond the salt targets, as there are still high salt products available, some of which are even aimed at children. This Which? report reminds us to look at the food labels when we’re shopping and to choose lower salt and sugar cereals.”
Source: Which?
© FoodBev Media Ltd 2024