Breakfast cereals which are marketed at youngsters are sometimes vibrant and inventive, with a eager emphasis on their dietary advantages. Nonetheless, a brand new survey paints a extra sinister image of the breakfast cereal market. This Morning’s Dr Nighat summed up the report’s findings: “Cereals have high amount of sugar, high amount of salt and not much fibre.”
The surprising revelations have prompted Motion On Sugar to name for these merchandise to be recalled from the breakfast cereal aisle and positioned with different confectionery as an alternative, to focus on that these dishes are extra of a “treat” than a nutritious breakfast choice.
It’s not simply the sugar content material that’s elevating alarm bells.
There’s fairly a little bit of salt in these cereals, too.
Round 60 p.c of the merchandise examined have been medium or excessive in salt.
The dietary content material is left wanting too – 45 p.c of the cereals have been low in fibre – up from 38 p.c in 2020.
Campaigners at the moment are urging all cereal producers to decide to eradicating child-friendly photographs from the packaging of unhealthy merchandise in a bid to cease engaging children.
Nutritionist Dr Kawther Hashem, marketing campaign lead at Motion on Sugar, stated: “The use of child-friendly packaging just makes it hard for parents to make a healthier choice, when companies should be making it easier.
“While we expect to see restrictions on on-line and tv promoting for meals excessive in fats, salt, and sugar, this doesn’t but apply to the packaging that will enchantment to youngsters, which is a large concern.”
Dr Hashem added: “For too lengthy, much less wholesome meals has been within the highlight which isn’t solely unethical but additionally scandalous.”
“Meals companies ought to solely have child-friendly packaging on their more healthy meals and drinks to provide them a starring position in youngsters’s diets.”
Food Foundation executive director Anna Taylor added: “Whereas it’s actually encouraging to see so many retailers act to take away cartoon characters from youngsters’s cereals, the truth that this 12 months 92 p.c of cereals marketed in the direction of youngsters comprise excessive or medium ranges of sugar exhibits that rather more work stays to be completed.
“Progress is simply not happening quickly enough, and it’s concerning to see that the fibre content of these cereals remains low.”