Cereal companies may need to re-examine the health platform from which they market cereal bars following a damning report from consumer watchdog Which?
Counteracting the bars’ image as a healthy breakfast choice, the group discovered high levels of fat and sugar in leading brands.
The survey follows market research from Leatherhead International last month showing that the cereal snacks industry was benefiting from consumers choosing what they believe are low-fat, low-sugar snack options.
Hidden fats and sugarThe group said: “Many people eat a cereal bar instead of breakfast; they’re often promoted for their healthy credentials and many are targeted at children.
But such marketing has been slammed by Which? who claim the bars’ nutritious image disguises hidden fats and sugar – making them as unhealthy as cakes.
“But every one of the cereal bars was so sugary it would get a red light for sugar under the Food Standards Agency’s ‘traffic light’ labelling scheme.”
The group investigated the nutritional content of 20 top-selling cereal bars and discovered that all were high in sugar while more than half were high in saturated fat.
Leading companies singled out
Cereal companies Kelloggs, Nestlé and Jordans were singled out in the report and criticised for the unhealthy content of their breakfast-style bars.
A Kellogg’s Fruit ‘n Fibre bar contained 10g of sugar per bar while Jordans Original Crunchy Honey & Almond bar was the worse offender in terms of fat content with 6,8g per bar.
Jordans said in response that all its products were made with natural ingredients and to cut out fat would require including artificial additives. The company added that 87 percent of the fat in the bar was ‘good’ fat necessary for health. - (Decision News Media, November 2006)
Kelloggs slammed over misleading ad
Healthy Breakfast section