Search results: breakfast cereals

I have been sent so many examples of industry-funded studies that I can’t keep up with them.  This is a slow news week and I’m traveling, so how about I post several.  Here’s the first.

My thanks to Katie Iwanowski for sending this one.

The study: The Relationship of Ready-to-Eat Cereal Intake and Body Weight in Adults: A Systematic Review of Observational Studies and Controlled Trials Lisa M. Sanders, Mary R. Dicklin, Yong Zhu, Kevin C. Maki.  Advances in Nutrition, Volume 14, Issue 4, 2023, Pages 671-684.  https://doi.org/10.1016/j.advnut.2023.05.001.

Results:  RTEC[Ready to Eat Cereal] consumers (2 – 4 servings a week), as compared with non- and less frequent consumers have lower BMI, lower prevalence of overweight/obesity, less weight gain over time,  less anthropometric evidence of abdominal adiposity.

Conclusions:

• RTEC may be used as a meal or snack replacement as part of a hypocaloric diet, but this approach is not superior to other options for those attempting to achieve an energy deficit.
• RTEC consumption was not associated with significantly less loss of body weight, or with weight gain, in any of the RCTs.
• RTEC intake is associated with favorable body weight outcomes in adults in observational studies.
• RTEC does not hinder weight loss when used as a meal or snack replacement within a hypocaloric diet.

Funding: This research was funded by Bell Institute of Health and Nutrition, General Mills Inc. The funding sponsor commented on the study design’s early aspects, reviewed the final data, and provided input to the manuscript.

Author disclosures: LMS is a consulting scientist, and MRD and KCM are employees of Midwest Biomedical Research, which has received research funding from General Mills Inc and Kellogg Company. LMS has received funding from Kellogg Company. YZ is an employee of General Mills Inc.

Comment: This cereal study was funded by a cereal company which—this is quite unusual—disclosed its involvement in the study’s design, interpretation, and writing.  The study results are a classic example of interpretation bias.  Basically, breakfast cereals don’t make much difference to body weight (it’s overall calorie balance that counts), but the conclusions are spun positively.  I especially like the double negative, “not associated with significantly less loss….”

When I saw this headline—Beyond breakfast: How Kellogg’s used AI to evolve cereal marketing amid the pandemic—I wanted to know right away how Kellogg is using artificial intelligence to sell more breakfast cereal.

The big data found that now new consumption occasions for cereals have gone beyond breakfast – these are being used in proper recipes for cooking and baking, as a result of increased interest in home cooking and home baking during the pandemic.

Like what proper recipes?

So think of recipes such as fried calamari with Corn Flakes, or using Fruit Loops with pancakes.

Oh.  Hadn’t thought of that.

You can’t make this stuff up.

Ever wonder why breakfast cereals take up so much supermarket space?

BakeryAndSnacks.com has the answer:

It would be fun to match these up with their advertising budgets.  I don’t have those figures but am guessing there is a close correlation.

Food Navigator just did a report on cereal “blockbusters,” the top best-selling brands.

Numbers like these are so hard to come by that they inspired me to make a table.

I looked up some figures on advertising expenditures for specific cereals from Advertising Age, 100 leading advertisers (June 24, 2013).

Top selling cereal brands, July 2012-June 2013

*All numbers rounded off.  **All forms of Cheerios: $167 million

My conclusions:

• At least 8 of the top 10 are sugary cereals.
• At least 5 are targeted to children.
• Six of the top 10 are made by Kellogg.
• Advertising expenditures are roughly proportional to sales (Special K is an exception: not sure why).

Think about what that money could do if used to promote public health.

Chocolate for breakfast? Kellogg’s + Hershey’s collab takes cereal to new heights in IndiaThe breakfast cereal giant has joined forces with one of the largest chocolate manufacturers in the world to launch Kellogg’s Hershey’s Chocos on the Indian market…. Read more

When I saw this, I wondered what was new here.  We already have plenty of chocolate breakfast cereals, organic and not, most of them aimed at kids.

These, for example:

At best, these cereals have some cocoa in them, usually as the 5th ingredient or less.

I can’t find an ingredient list for the cereal aimed at India, but I did find one for similar products sold in other countries.

Chocolate is the first ingredient!

Candy for breakfast!

Yum!

Thanks to reader Maira Bes-Rastrollo at the University of Navarra in Spain (and whose work I greatly admire) for this one.

The Relationship of Ready-to-eat Cereal Intake and Body Weight in Adults: A Systematic Review of Observational Studies and Controlled Trials.   Lisa M Sanders, Mary R. Dicklin, Yong Zhu, Kevin C. Maki.  Advances in Nutrition https://doi.org/10.1016/j.advnut.2023.05.001

It’s hard to know what to make of the new products heading for the market.

Here’s one.

The rapper Calvin Cordozar Broadus Jr (aka Snoop Dog) is planning to introduce a new breakfast cereal (When?  Sometime soon).

Just what we need.  Another sugary cereal targeting kids.

If a Nutrition Facts label is available, I couldn’t find it online, but I’m guessing 30-40% sugar, and full of color and flavor additives, and super ultra-processed.

But it’s gluten-free and some of the sales revenues will go to support Door of Hope, which advocates for homeless families.

Despite the do-good aura, it’s not what nutritionists recommend, alas.  Well maybe as an occasional treat.

Will Kellogg complain about copyright infringement?  This is clearly a Froot Loops copycat, only with marshmallows—more marshmallows, no less.

Sigh.