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  • 8/8/2019 Cereals Report

    1/9

    cereals report 200

    going against

    the grain

  • 8/8/2019 Cereals Report

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    About Which?

    INDEPENDENT EXPERT ADVICE YOU CAN TRUST

    Which? is a non-prot-making organisation that aims to make

    consumers as powerul as the organisations they deal with in their

    daily lives.

    Which? campaigns to get a airer deal or all consumers on a wide

    range o issues, tests more than 2,000 products a year and publishes

    the results o this rigorous testing and expertise in a wide range o

    magazines and books, and through an online subscription service

    and new digital store.

    Which? is entirely independent we take no ads or reebies and pay

    ull price or everything we test. As a result, Which? is the number

    one independent source o buying advice in the UK, with more than

    one million customers.

    C4-5a healthy start?a c

    6-8

    What We foundC w

    9-10kids Cerealh cc c

    10breakfast Comparisohw

    11aCtion neededW w

    12-14the full breakdoWn

    15referenCes

    www.w..k |3

    cereals reporHelping us all make HealtHy cHoices

    Which? has been campaigning or many years or governments and the ood industry to do more to

    help consumers make healthy eating choices. Our research1 has shown that our out o ve people

    are actively trying to make healthier choices, but there are still many barriers that make it dicult

    or them.

    O course we are all ultimately responsible or what we eat. But exercising that responsibility is

    much harder when products that we thought were healthy prove to be high in at, sugar or salt. Or

    when we are ofered incomplete or disingenuous inormation, or have our children pester us or

    ess healthy options because o irresponsible p romotions.

    Based on current trends, almost 60% o the UK population will be obese by 2050. This will lead to

    urther increases in related health problems rom heart disease to type 2 diabetes and result in an

    estimated cost to society o 49.9 billion a year.

    Carrying on as we are is not an option. Instead, government and all parts o the ood industry

    manuacturers, retailers and catering services must dramatically up their game to help us avoid

    the personal misery and the cost to society o these preventable diseases.

    Which? regularly assesses the ood market rom sandwiches to ready meals to takeaway oods.

    n this report, weve taken a look at the cereals market to nd out whats in our avourite varieties,

    whether it is easy to nd healthy options and what more can be done to increase choice.

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    n Nutrient profiling3 has been developed by

    the FSA to classify foods into those that

    should and should not be targeted at

    children through TV advertising. It

    categorises foods based on their nutrient

    content. The profiling uses a scoring

    system which recognises beneficial

    nutrients that are important in childrens

    diets (protein, fibre, fruit and ve

    and nuts) and penalises food

    things they should eat less of

    saturated fats, salt and sugars

    drinks with a score above a ce

    are classed as less healthy an

    restrictions on how these food

    advertised on TV will apply.

    a healthy

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  • 8/8/2019 Cereals Report

    4/9

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    sugar:tHe worst offenDers

    cereal S/100

    Morrisons Choco Crackles 38.4g

    Kelloggs Coco Pops Moons& Stars

    37g

    Kelloggs Frosties 37g

    Kelloggs Ricicles 37g

    salt:tHe worst offenDers

    cereal S/100

    Tesco Special Flakes 2.0g

    Kelloggs Corn Flakes 1.8g

    Kelloggs Honey Loops 1.8g

    Morrisons Honey Nut Corn Flakes 1.8g

    Whole Earth Organic Corn Flakes 1.8g

    Kelloggs Rice Krispies 1.65g

    Sainsburys Be Good ToYourself Balance

    1.60g

    Tesco Corn Flakes 1.60g

    salt:lower salt options

    cereal S/100

    Jordans Crunchy Oats:The Original with raisins,almonds & honey

    Trace

    Jordans Crunchy Oats:The Original with specialfruits & nuts

    Trace

    Kelloggs Optivita RaisinOat Crisp

    Trace

    Mornflake Traditional Crunchy Trace

    Nestl Honey NutShredded Wheat

    Trace

    Nestl Shredded Wheat Trace

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    SAlT TARgETS fOR 2010

    Ju over half of he cereal mee he FsA al

    arge for 2010. We foud 30 ou of he 100

    are already meeig he FsA propoed 2012

    al arge of 0.68g per 100g.

    However, we ill foud ha 46 of he

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    fAT CONTENT IN CEREAlS

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    cereal S/100

    Nestl Shredded Wheat 0.9g

    Weetabix Oatibix 3.2g

    Whole Earth OrganicCorn Flakes

    4.0g

    Asda Wheat Bisks 4.4g

    Morrisons Wheat Biscuits 4.4g

    Sainsburys WholewheatBiscuits

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    Tesco Wheat Biscuits 4.4g

    Weetabix 4.4g

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  • 8/8/2019 Cereals Report

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    example:Nestl Shreddies get an amber traffic

    light for salt, Kelloggs Rice Krispies a red.

    Yet the GDA information seems to suggest

    they contain similar amounts of salt

    Shreddies with a serving providing 7% of

    the GDA, and Rice Krispies providing 8%.

    W?Nestl uses a 45g serving size

    for this cereal, Kelloggs uses 30g.

    example:Nestl claims that a serving of Coco

    Shreddies provides 15% of the GDA of

    sugar and 1% of the GDA of fat.

    Kelloggs Coco Pops Moons & Stars

    appear to have less sugar (12% of the

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    Yet Coco Shreddies receive a green

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    Moons & Stars amber, and contain 7.6g

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    Why?Nestl has used the GDAs for

    5-10 year olds and a 45g serving size,

    while Kelloggs uses the adult amounts

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    www.w..k |11

    H wh hud hn imv h hhinf nd u hidn

    which? call to actionStop marketing cereals high in sugar, salt or fat to children.Use the labelling scheme that works best for consumers the FSAs tra

    labelling system. This makes it easy for consumers to identify the amou

    sugar, salt and saturates in their foods.Make further cuts to the levels of sugar and salt products contain, wheStop making health and nutrition claims on less healthy products, so th

    consumers are not misled.

    Develop and market a wider range of healthy cereals, so that consumewant to eat healthily have a greater choice.

    Extend the TV advertising restrictions so that less healthy foods arent children during programmes they are most likely to watch.

    Ensure restrictions cover the wide range of non-broadcast methods (suproduct packaging, sponsorship and the internet) that are currently use

    promote less healthy food to children. f

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    How Do otHer breakfastoptions compare?

    breakfast comparison

    toaSt & Jam Smoothie boiled egg & toaSt porridge

    Sugar 8.2g 14.5g 1.6g 8.9g

    Fat 5.2g 1.9g 9.8g 5.2g

    Saturates 1.3g 0.9g 2.8g 2.2g

    Salt 0.7g 0.2g 0.5g 0.29g

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    feW healthy Cerealsare promoted ina Way that isChild-friendly

    actiondd

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    www.w..k |12

    Product (pe 100g) sugar fat saturates salt

    corn

    Asda Cornflakes 8.9g 1.2g 0.4g 0.8g

    Asda Honey Nut Cornflakes 33.6g 4.5g 0.9g 0.8g

    Kelloggs Corn Flakes 8g 0.9g 0.2g 1.8g

    Kelloggs Crunchy Nut 35g 5g 0.9g 1.15g

    Kelloggs Crunchy Nut Nutty 33g 10g 2g 1g

    Kelloggs Frosties 37g 0.6g 0.1g 1.15g

    Kelloggs Multi-Grain Corn Flakes 14g 1.5g 0.4g 1g

    Morrisons Corn Flakes 8.9g 1.2g 0.4g 0.7g

    Morrisons Honey Nut Corn Flakes 33.6g 4.5g 0.9g 1.8g

    Sainsburys Corn Flakes 8.9g 1.2g 0.4g 0.74g

    Sainsburys Honey Nut Corn Flakes 33.6g 4.5g 0.9g 0.74g

    Tesco Corn Flakes 8.9g 1.2g 0.4g 1.6g

    Tesco Honey Nut Corn Flakes 33.6g 4.5g 1g 1.1g

    Whole Earth Organic Corn Flakes 4g 0.8g 0.2g 1.8g

    multi-grain

    Dorset Cereals Breakfast Projects No.1 Original 18.4g 1.7g 0.4g 0.7g

    Dorset Cereals Breakfast Projects No.2 Apple 26.1g 1.8g 0.5g 0.6g

    Dorset Cereals Naturally Light Flakes with Cranberries,Cherries & Raspberries

    8.1g 1.7g 0.5g 1.1g

    Dorset Cereals Tasty, Toasted Spelt, Barley & Oat Flakes 26.2g 11.3g 2.6g 1g

    Familia Swiss A.C.E. Balance Cereal 21g* 18g 5g 0.325g

    Jordans Country Crisp Flame Raisin 33g 12.9g 3.6g 0.37g

    Jordans Country Crisp Strawberry 24g 15.9g 4.5g 0.42g

    Kelloggs Coco Pops Coco Rocks 32g 10g 3.5g 0.9g

    Kelloggs Coco Pops Moons & Stars 37g 4.5g 2.5g 1g

    Kelloggs Crunchy Nut Bites 33g 15g 7g 1.5g

    Kelloggs Crunchy Nut Clusters Honey & Nut 25g 15g 5g 1g

    Kelloggs Crunchy Nut Clusters Milk Chocolate Curls 31g 18g 6g 0.9g

    Kelloggs Honey Loops 34g 3g 0.6g 1.8g

    Kelloggs Just Right 22g* 2g 0.4g 1.3g

    cereals: the fullBAKdW

    13| www.w..k

    Kelloggs Multi-Grain Start 26g 3.5g 2g

    Kelloggs Rice Krispies Multi-Grain Shapes (H) 18g 2.5g 0.5g

    Kelloggs Special K Medley 22g* 2.5g 0.4g

    Natures Path Organic Millet Rice Oat BranFlakes Cereal

    12.2g 5.8g 1.1g

    Nestl Cheerios 21.6g 3.9g 1.1g

    Nestl Cheerios Honey 35.1g 2.8g 0.8g

    Nestl Cookie Crisp 35.3g 3.4g 1.1g

    Nestl Curiously Cinnamon (formerly known as CinnamonGrahams)

    32.8g 9.9g 3.8g

    Nestl Nesquik 35g 3.8g 1.6g

    Whole Earth Organic Tasty Cocoa Bears 36g 1.5g 0.5g

    oat

    Weetabix Oatibix 3.2g 8g 1.3g

    Alpen Luxury Oat Flakes & Clusters 23.2g 13.9g 1.5g

    Jordans Crunchy Oats The Original with raisins,almonds & honey

    28.8g 13g 2.4g

    Jordans Crunchy Oats The Original with special fruitsand nuts

    32.3g 13.5g 4.2g

    Kelloggs Crunchy Oatbakes 32g 15g 7g

    Kelloggs Optivita Berry Oat Crisp 20g* 5g 0.9g

    Kelloggs Optivita Raisin Oat Crisp 27g* 4.5g 0.7g

    Mornflake Traditional Crunchy 26.8g 12.9g 5.2g

    Nestl Almond Oats & More 26.7g 8.9g 1.1g

    Nestl Cheerios Oats 21.5g 5.6g 1.2g

    Nestl Honey Oats & More 29.5g 5.3g 1.1g

    Nestl Raisin Oats & More 32.4g* 4.7g 1g

    Quaker Oat Crisp 13g 6.8g 1.3g

    Weetabix Oatibix Bites 14.2g 6.8g 1.1g

    Weetabix Oatibix Bites Sultana & Apple 19.3g 6g 1g

    Weetabix Oatibix Bitesize Chocolate & Raisin 20.5g 10g 3.9g

    Weetabix Oatibix Flakes 14.3g 5.6g 0.9g

    rice

    Asda Choco Snaps 36g 2.9g 1.7g

    Kallo Organic Honey Puffed Rice Wholegrain 25g 3.5g 1.3g

    Kelloggs Coco Pops 34g 3g 1.5g

    Kelloggs Rice Krispies 10g 1g 0.2g

    Kelloggs Ricicles 37g 0.8g 0.1g

    Morrisons Choco Crackles 38.4g 2.4g 1.3g

    Sainsburys Choco Rice Pops 36g 2.9g 1.7g

    Tesco Choco Snaps 36g 2.9g 1.7g

    Childrens cereals are highlighted in blue.Those marked (H) are defined healthier according to the FSA nutrient profiling model.

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    1 Which? carried out a ace-to-ace omnibus survey o 2102 adults aged 16+ rom 14-18

    January 2009. Results were weighted to be representative o adults aged 16+ in the UK.

    2 www.ood.gov.uk/consultations/ukwideconsults/2008/saltreductiontargets.

    3 www.ood.gov.uk/healthiereating/advertisingtochildren/nutlab/

    4 Regulation (EC) No 1924/2006 on nutrition and health claims made on oods,

    30 December 2006.

    5 www.ood.gov.uk/multimedia/pds/cerealsreport.pd

    6 Television advertising o ood and drink products to children, nal statement, Ocom

    22 February, 2007

    7 Online promotion o ood to children: ISBA

    8 Cereal Re-ofenders, July 2006

    references

    www.w..k |14

    rice & Wheat

    Asda Vitality 12g 1.4g 0.3g 0.8g

    Kelloggs Special K 17g 1.5g 0.5g 1.15g

    Kelloggs Special K Bliss Creamy Berry Crunch 23g* 3g 1.5g 0.9g

    Kelloggs Special K Red Berries 23g* 1.5g 0.5g 1g

    Kelloggs Special K Sustain 21g 2g 0.2g 1.15g

    Sainsburys Be Good To Yourself Balance less than 3% fat 15.7g 1.3g 0.2g 1.6g

    Tesco Special Flakes 11.6g 1.9g 0.6g 2g

    Wheat

    Asda Wheat Bisks 4.4g 2g 0.6g 0.7g

    Grape-nuts 7g 2g 0.4g 1.3g

    Kelloggs All-Bran 17g 3.5g 0.7g 1.15g

    Kelloggs Bran Flakes 22g 2g 0.5g 1.3g

    Kelloggs Bran Flakes Sultana Bran 33g* 2g 0.5g 1.3g

    Kelloggs Coco Pops Mega Munchers 34g 2.5g 1g 0.9g

    Kelloggs Frosted Wheats 17g 2g 0.6g 0.05g

    Kelloggs Fruit n Fibre 24g* 6g 3.5g 1.4g

    Kelloggs Raisin Wheats 15g 2g 0.4g 0.05g

    Morrisons Wheat Biscuits 4.4g 2g 0.6g 0.7g

    Nestl Clusters 23.3g 4.8g 1.5g 1.2g

    Nestl Coco Shreddies 29.4g 2g 0.7g 0.7g

    Nestl Frosted Shreddies 29g 1.6g 0.3g 0.7g

    Nestl Fruitful Shredded Wheat 20.2g* 5.2g 2.6g 0.028g

    Nestl Golden Nuggets 34g 1.5g 0.3g 1.2g

    Nestl Honey Nut Shredded Wheat 17.5g 6.5g 2.2g Trace

    Nestl Honey Shreddies 30.3g 1.5g 0.3g 0.7g

    Nestl Shredded Wheat 0.9g 2.5g 0.5g Trace

    Nestl Shreddies(H) 15.5g 1.9g 0.4g 0.9g

    Sainsburys Wholewheat Biscuits 4.4g 2g 0.6g 0.65g

    Sugar Puffs 35g 1.6g 0.2g Trace

    Tesco Wheat Biscuits 4.4g 2g 0.6g 0.7g

    Weetabix 4.4g 2g 0.6g 0.65g

    Weetabix Crunchy Bran 13.7g 3.6g 0.7g 0.9g

    Weetabix Minis Chocolate Crisp 24.6g 5.3g 2.8g 0.75g

    Weetabix Minis Fruit & Nut Crisp 25.9g 4.6g 0.6g 0.63g

    Weetabix Minis Honey & Nut Crisp 26.8g 5.1g 1.1g 0.63g

    Weetabix Weetaflakes 12.5g 1.3g 0.2g 1g

    Weetabix Weetaflakes with Raisin, Cranberry & Apple 30.9g 1.8g 0.5g 0.68g

    Weetabix Weetos(H) 23.5g 4.9g 1g 0.23g

    *We couldnt apply traffic lights to sugar levels in these products. They appear high in sugar, but we couldnt tell how much of this was from fruit they contain

    and how much was added sugar. This distinction is needed to determine if they should have a red or an amber traffic light in the FSA system. We contacted the

    manufacturers for a breakdown of the sugar content, but it wasnt provided in time for publication.

  • 8/8/2019 Cereals Report

    9/9

    For further informat

    [email protected] 7770 7

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