by Marion Nestle

Currently browsing posts about: Cereals

Mar 13 2018

Eat breakfast, prevent obesity (say Nestlé and General Mills)

I haven’t posted an industry-funded study with predictable results in a while but when I saw this headline from FoodNavigator-Asia, I couldn’t resist.

The headline: “The most important meal of the day: Daily breakfast may lower obesity risk in schoolchildren — Nestlé study.”

High marks to FoodNavigator-Asia for naming the funder in the headline.

Its article referred to this study:

Breakfast consumption among Malaysian primary and secondary school children and relationship with body weight status – Findings from the MyBreakfast Study, by E Siong Tee, Abdul Razak Nurliyana,  A Karim Norimah, Hamid Jan B Jan Mohamed , Sue Yee Tan, Mahenderan Appukutty, Sinead Hopkins, Frank Thielecke, Moi Kim Ong, Celia Ning, Mohd Taib Mohd Nasir.  Asia Pacific Journal of Clinical Nutrition 2018;27(2):421 – 432.

Purpose: To determine the relationship between breakfast consumption and body weight status among primary and secondary school children in Malaysia among 5,332 primary school children aged 6 to 12 years and 3,000 secondary school children aged 13 to 17 years.

Results: “The proportion of overweight/obesity was higher among breakfast skippers (boys: 43.9%, girls: 30.5%) than regular breakfast eaters (boys: 31.2%, girls: 22.7%)…. Compared to regular breakfast eaters, primary school boys who skipped breakfast were 1.71 times (95% CI=1.26-2.32, p=0.001) more likely to be overweight/obese, while the risk was lower in primary school girls (OR=1.36, 95% CI=1.02-1.81, p=0.039) and secondary school girls (OR=1.38, 95% CI=1.01-1.90, p=0.044).”

Conclusion: “Regular breakfast consumption was associated with a healthier body weight status and is a dietary behaviour which should be encouraged.”

Author disclosures: “This study was funded by Cereal Partners Worldwide (CPW), Lausanne, Switzerland and Nestlé R&D Center, Singapore. Sinead Hopkins and Frank Thielecke were working for CPW, Lausanne, Switzerland, and Moi Kim Ong and Celia Ning were working for Nestlé R&D Center, Singapore, when the study was conducted. All authors declare that they have no conflicts of interests.”

I was particularly interested in this study for several reasons:

No, I do not believe that breakfast is the most important meal of the day (I’m not much of a breakfast eater).  Eat when you feel hungry.

It does make sense to think that children should be fed at regular intervals and should not go to school hungry.  It also makes sense that regular meals encourage healthier patterns.  But preventing obesity?  That seems like a stretch, especially when the study’s funders have a financial interest in selling breakfast cereals.

Nov 17 2015

Cheerios for Protein?

I laughed when I first saw the Cheerios box advertising Protein.  Protein is hardly an issue in U.S. diets—most Americans consume twice what they need—so this is clearly a marketing ploy.

Center for Science in the Public Interest (CSPI), however, was less amused.  Its scientists did the math and compared the protein to the amount in regular Cheerios.  They also looked at serving sizes.

  • Cheerios Protein: Protein 7 grams, Serving Size 55 grams
  • Cheerios regular: Protein 3 grams, Serving Size 28 grams

Hmm.  Not much difference, is there?

CSPI filed a formal complaint.

General Mills falsely and misleadingly markets Cheerios Protein to children and adults as a high protein, healthful alternative to Cheerios. In fact, Cheerios Protein has only a smidgen more protein per serving than Cheerios, or 4 grams, which is only 5% of the average American daily protein intake. Most of that 4 grams is attributable to differences in serving sizes: Cheerios Protein has a bigger, 55 gram serving size, whereas Cheerios uses a 27 gram serving size. Two hundred calories’ worth of Cheerios Protein has a mere 7/10th of a gram more of protein than 200 calories’ worth of Cheerios.

Even worse, they looked at sugars.

  • Cheerios Protein: 17 grams sugars
  • Cheerios regular: 1 gram

As CSPI puts it:

Rather than protein, the principal ingredient that distinguishes Cheerios Protein from Cheerios is sugar. Cheerios Protein has 17 times as much sugar per serving, as Cheerios, which General Mills does not prominently disclose. 8. General Mills charges a price premium for Cheerios Protein.

Oops.

Buzzfeed has a good discussion of this.

Caveat emptor (I seem to be saying this a lot lately).

Jul 16 2015

Does General Mills get ideas from The Onion? Or vice versa?

From The Onion: “New Omnigrain Cheerios Made With Every Existing Grain On Earth”

From Wegmans, Ithaca:

Truth is stranger than satire.

Mar 3 2015

Food Navigator’s special issue on breakfast cereals, plus additions

First see Bloomberg News on Who killed Tony the Tiger: How Kellogg lost breakfast (February 26)Next, see what’s happening to breakfast from the point of view of the food industry.

What’s for breakfast? Re-inventing the first meal of the day

On paper, breakfast cereal ticks all the right boxes. It’s quick, great value for money, and nutritious – the perfect recession-proof food. Yet US consumption has dropped steadily as consumers have sought out more convenient – and often more expensive – alternatives, and ‘breakfast’ has switched from being one of three square meals a day to just another snacking occasion. So is the future one of managed decline, or can innovation pull the cereal category out of its funk?

Jun 23 2014

Annals of marketing: Protein cereals

Hoping to cash in on the current protein craze, General Mills has come up with this (thanks to Kasandra Griffin of  Upstream Public Health in Portland, OR,  for sending):

Cheerios1

 

Cheerios Protein has 7 grams of protein per serving.  But it also has 17 grams of sugars.

I use sugars, plural, for good reason.  Here’s the ingredient list:

Cheerios3

In case you can’t read this: Whole grain oats, cluster (whole grain oats, brown sugarsoy protein, lentils, sugar, corn syrupnatural flavor, molassesrice starch, caramel (sugar, caramelized sugar syrup), salt, calcium carbonate, baking soda, color added, BHT added to preserve freshness), sugarcorn starch, honeysalt, refiner’s syruptripotassium phosphate, rice bran and/or canola oil, color added, natural flabor, brown sugarvitamin E (mixed tocopherols) and BHT added to preserve freshness.

A trip to the supermarket also turned up these:

This one has 16 grams of sugars.

And here’s another.  This one only has 7 grams of sugar per serving.  How come?  Sucralose!

Really, you can’t make this stuff up.

And just a reminder about protein: American consume roughly twice as much as needed.  Protein is not an issue in U.S. diets.

This is about marketing, not health.

I guess Cheerios SUGARS, Fiber One SUGARS, or Special K SUGARS PLUS ARTIFICIAL SWEETENERS wouldn’t go over nearly as well.

Mar 24 2014

Some musings on non-GMO Cheerios to start the week

I read about General Mills’s introduction of non-GMO Cheerios back in January, but didn’t get around to looking for them until this weekend.

I was expecting to see something like this (thanks Fooducate):

Instead, the information is tucked into a side panel. 

New PictureNew-non-GMO-Label-Original-CheeriosWMSmThis may explain why General Mills is complaining that the non-GMO is not doing a thing to boost sales of Cheerios.  If anything, sales are “down somewhat.”

And here’s a good one: According to one professor, the non-GMO Grape Nuts and Cheerios are going to be less nutritious than the GMO versions.

Post Foods’ new non-GMO Grape Nuts (click here ) no longer include Vitamin A, vitamin D, vitamin B12 or vitamin B2 (Riboflavin)*, while the new non-GMO Original Cheerios no longer have Riboflavin on the ingredients list (the old version has 25% of the daily value in a 28 g serving while the new version has 2% of the DV).

How come?  It’s hard to find non-GMO vitamins (who knew?).  Vitamins, it seems are often produced from genetically engineered microorganisms, or from microbes growing in fermentation tanks that are fed a nutrient mix that contains ingredients from GM sugar beets or corn.

Should we be worried about nutritional deprivation among Cheerios eaters?

Cheerios are essentially a vitamin pill wrapped in rapidly absorbable starch.

The ingredients: whole grain oats, corn starch, sugar, salt, tripotassium phosphate, wheat starch.

Everything else is added vitamins.

Personally, I prefer my cereals with no added vitamins (they taste bad).  And I doubt they make much difference to health.

Whether non-GMO will have a noticeable effect on sales of Cheerios remains to be seen.

If General Mills doesn’t advertise the change, it can’t expect non-GMO to boost sales.

Curious, no?

 

Jul 30 2013

Breakfast cereals: hefty money-makers (especially those with sugar)

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

RANK CEREAL COMPANY REVENUE,$ MILLIONS * ADVERTISING.$ MILLIONS *
1 Honey Nut Cheerios General Mills 556 **
2 Frosted Flakes Kellogg 446  50
3 Honey Bunches of Oats Post 380  —
4 Cheerios General Mills 364 **
5 Cinnamon Toast Crunch General Mills 292 36
6 Special K Kellogg 284 141
7 Frosted Mini Wheat Kellogg 281 67
8 Lucky Charms Kellogg 259 15
9 Froot Loops Kellogg 176 13
10 Raisin Bran Kellogg 170 13

*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.

Feb 22 2013

Kellogg’s Scooby-Doo: nutritionally groundbreaking?

Can something like this be nutritionally revolutionary?

 

Kellogg has just launched this cereal with just 6 grams of sugars per serving—half of what’s in most other cereals aimed at kids.

It’s also lower in sodium, but everything else about it looks pretty much the same:

http://www.kelloggs.com/content/dam/common/products/nutrition/124171.jpg

Will Kellogg put money behind this cereal and market it with the millions it spends to market Froot Loops?   Will it reduce the sugars in its other cereals?  Will other cereal companies do the same?

Or will Scooby Doo suffer the fate of Post’s no-added-sugar and otherwise unsweetened Alpha Bits introduced in around 2005?

http://www.chewonthatblog.com/wp-content/uploads/2012/09/11alphabits.jpg

Post put no money into marketing the cereal and dropped it after just a few months (Alpha Bits now has 6 grams of sugars per serving).

Let’s give Kellogg some credit for giving this a try.   I’ve looked for Scooby Doo in grocery stores but haven’t been able to find it.

I will watch its fate with great interest.

Update: Thanks to Cara for pointing out that with Scooby Doo, Kellogg adds a cereal to its portfolio that meets requirements of the WIC (USDA’s Women, Infants, and Children’s nutritional support program).  As Jessica, a Kellogg rep explains, “The benefit of this cereal is that it’s WIC eligible and boosts several vitamins and minerals, is low in fat, is a good source of fiber and vitamin D and an excellent source of iron.”

And thanks to an anonymous writer for pointing out that Scooby Doo is directly competing with General Mills’ Dora Explorer cereal for the lucrative WIC market, one that should amount to nearly $7 billion in 2013.  WIC specifies what the benefits can be used to buy.  Cereal companies want to be sure they are in that market.

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