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Just a spoonful of sugar? The good and the not so pretty sides to popular breakfast cereals |

Just a spoonful of sugar? The good and the not so pretty sides to popular breakfast cereals

The study, undertaken by UK kitchen accessories supplier Sinks-Taps to boost their profile within the FB space, revealed that – even though some cereal manufacturers have reduced the sugar content in many of their brands – some could still be considered to contain a very high sugar content.

However, Kellogg told BakeryAndSnacks the figures from the study could be misleading as they include sugars from milk, which is not included in a child’s recommended daily sugar intake.

The study was conducted by marketing agency Screaming Frog in July with data garnered from the sugar content on the labels of 99 brands of cereals sold in the UK. This was measured against the NHS recommendation of a maximum of 24g of sugar per day for children aged between seven and 10.

Cereal is cereal is cereal?

“We looked at the amount of sugar in 100g [of cereal] and then normalized the amounts to 30g (the most common recommended serving size), and included 125ml of semi-skimmed milk,”​ said Richard Broadbent, MD of Sinks-Taps. He noted no additional sugar was added to the cereal and milk.

“From there, we could calculate how much sugar they contained.

“The biggest challenge was keeping to the recommended portion as it’s surprising how small a 30g bowl of cereal really is,”​ he added. “Realistically, I think this is a lot smaller than what the average child will consume each morning.”

The study found that more than 50% of the breakfast cereal brands examined contain 50% or more​ of the recommended children’s daily sugar allowance (CDSA) in one 30g bowl when served with 125ml of semi-skimmed milk (which itself contains 6g of sugar).

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