Are Kids’ Cereals Getting Any Healthier?

Food & Recipes, Health & Fitness

Fifty-one percent of children’s food products have fruit on the box but no fruit inside. Surprised? Probably not. It turns out, even though U.S. food companies are making children’s cereals slightly healthier these days, adding more whole grain and slightly less sugar, they are also increasing advertisements of their unhealthiest cereals.

A study from Yale University’s Rudd Center for Food Policy and Obesity assessed the “Cereal Facts” and found that although cereal makers are increasing the fiber and whole grain content, they’re still pushing their worst stuff on kids! The proof is in the numbers: Spending to promote child-targeted cereals was $264 million in 2011, a 30 percent increase from 2008.

“It’s not enough and the companies are still using all their marketing muscle to push their worst cereals on children,” said Kelly Brownell, director of the Rudd Center.

According to Reuters, from 2008 to 2011, childrens’ exposure to TV ads for Froot Loops leapt 79 percent; their exposure to ads for Reese’s Puffs jumped 55 percent and that for Pebbles was up 25 percent. These are some of the worst cereals on the market.

Cereal companies have cut back on the sugar: Before the creation of the Council of Better Business Bureaus’ Children’s Food and Beverage Advertising Initiative (CFBAI), a voluntary self-regulation program for food marketed to children, some cereals had 15-16 grams of sugar per serving, and now most have no more than 10 grams of sugar. Unfortunately, it’s not enough. The American Heart Association and data from the U.S. Department of Agriculture recommends that inactive to moderately active young children consume no more than 20 grams of added sugar a day. Children, on average, consume more than the recommended 3/4 cup-serving of cereal. It’s more like twice that.

“Before they leave the house in the morning, children eating these pre-sweetened cereals will have consumed as much sugar as they should eat in an entire day,” it said.

Monitor the amount of television your children watch, and save sugary cereals for a special treat, not an everyday breakfast!