When I was a kid (and this will be showing my age lol) in New Zealand, I remember just 4 cereals, and none with added sugar. Rice bubbles (puffed rice), Wheaties (wheat grains heated and rolled) and cornflakes (corn flakes heated and rolled). There was also porridge, the whole grain sort that took some cooking. For breakfast I’d pour a pile into my plate, top it with a good helping of full cream milk, and a teaspoonful of sugar (that was the rule in our house). It wasn’t a big serve of cereal – because there was always a second course – eggs or mince on toast, or the Sunday treat – mashed sardines on toast. (Mash sardines with malt vinegar, salt and pepper to taste – yum.)
Despite every single nutrition recommendation since the first dietary guidlines in 1980 recommending that we minimise, or moderate our intake of sugar, the food industry has added sugar to pretty much every cereal on the market.
If you are interested here are all the US nutrition guidelines going back to 1980 here is a link: https://health.gov/dietaryguidelines/history.htm
And here is the infamous food pyramid that supposedly started the obesity epidemic, just reminding you to eat sugar sparingly.
In America sugared cereal hit the shelves much earlier than in New Zealand as far as I can tell. Some time in the 1950’s.
Today you are not likely to find a cereal without added sugar.
I took a look at supermarket shelves to find the worst offender sugar wise. The winner is Kelloggs Froot Loops.
You might also note – Kellogg’s Froot Loops are nearly 100% ultra-refined starch (which converts rapidly to glucose when digested), with virtually no protein or fat, and a tiny amount of fibre. This is guaranteed to give you a big and rapid blood sugar glucose increase.
It appears Kellogg’s does not give a toss about children’s health or the nutrition guidelines. If they did – they wouldn’t be putting this on supermarket shelves.
Can you find a cereal with more sugar – grams per 100g product? If so please let me know!
Take a look at the advertising – it is clear that generous amounts of money are spent enticing children to eat this product.
And the Winner is:
Another Kellogg’s product – Sugar Smacks.
Not in supermarkets in New Zealand, although you can buy it online. It has 57 grams of sugar per 100 grams of cereal, more sugar than wheat.
Kellogg’s tell us, however in their statement on their passion for nutrition:
At Kellogg, our best day is providing a nourishing start for families everywhere. And at the heart of everything we do is W.K. Kellogg’s original promise, sealed with his signature on everything we create.
The way we see it is simple: Nutrition is not just something you need, but something you enjoy, share and live. So we make it easy – easy for you and your family to make the most of each moment every day.
I don’t even understand what that means – it nonsensical.
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