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cereals report 200
going against
the grain
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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
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15referenCes
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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.
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DistractinHealtHy cl
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
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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
4.4g
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Weetabix 4.4g
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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
GDA) and a similar amount of fat
(2% of the GDA).
Yet Coco Shreddies receive a green
light for fat compared with Coco Pops
Moons & Stars amber, and contain 7.6g
less sugar per 100g.
Why?Nestl has used the GDAs for
5-10 year olds and a 45g serving size,
while Kelloggs uses the adult amounts
and a 30g portion.
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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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www.w..k |23
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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