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This week was birthday week in our household. As we waltzed around the supermarket thinking what nice things to have for breakfast, one child spotted a NEW cereal and in a moment of weakness I gave in and bought it.
Now, I have to say I never buy “kids” cereals, but, I was curious to see what this was about and also to read the ingredients and see exactly (in light of last weeks blog) how Kellogg’s were going to flog the concept of chocolate and sugar to me and my family.
What we tipped into our bowls was sandy coloured squares all puffed up and crunchy filled with brown goo. On to this we poured semi-skimmed milk. The three bears (girls) sat down to breakfast excited at the prospect of a “treat”, Big Bear ate a small amount and said “Too sickly”, Middle bear ate a small amount and said “too sweet” and ate an apple and Baby Bear gobbled it up and said “ its nice once you get used to it, but its not sensible”.
I ate one square just to try it and it defiantly wasn’t sensible.
Interestingly Kellogg’s, the manufacturer of this "cereal", is now a partner of Change4ife.
The Morning Star 18 Feb (Solomon Hughes) writes
“Kellogg's is a "partner" in a Department of Health anti-obesity drive. And it is just about to launch a campaign to persuade young people (teenagers) to chomp through Krave, one of the most calorific breakfast cereals available.”
How embarrassing.
The article continues:
“Most importantly, Kellogg’s wards off any difficult regulations. The government is not going insist that its anti-obesity partners cover foods with awkward “not good for you” labels or launch a public health campaign that embarrasses the food giants.”
With reference to Coco Pops they faced similar criticisms of hypocrisy.
The Independent, Feb 2010 “Parents furious over 'hypocrisy' of cereal ad” Martin Hickman
The firm said "A bowl of Coco Pops is low in fat, contains vitamins and iron and, with milk, gives you only 175 calories a bowl. Coco Pops also has less than two teaspoons of sugar per serving – that's less than two slices of toast and jam and less sugar than fruit yoghurt. That's why we, and many parents, think a bowl of Coco Pops with milk is a perfectly good choice of after-school snack."
Have you seen how big a 30g portion is?
It’s a small amount of food to be containing “under two teaspoons of sugar”. If you were hungry and ate 60g then you’d have eaten “just under four teaspoons of sugar”. I am pretty certain eating cocoa pops at teatime is not what Change4life signed up for when they were talking about sugar swaps. It certainly is not we suggest here on ThinQ Fitness. I would actively encourage these types of products to be thrown in the bin ASAP.
Remember, companies will vie for your attention by comparing themselves favorably to specific examples. In the case of Kellogg’s comparing a 30g portion of Coco Pops with toast and jam or yoghurt is only half the story really. The half they omit is that toast and jam or yoghurt do not usually contain the additional ingredients found in Coco Pops or Krave.
As for after school snacks, a bowl of Weetabix, oats or even cornflakes is preferable to Krave or Coco Pops (Kellogg’s is fine) and without boring you about GI levels etc, if you could chop a banana or apple on top (no sugar), a few seeds and some semi skimmed milk then you’d feel great after wards, energized, satisfied and calm. It may have more calories than 30g of Coco Pops, but it will have a whole lot more goodness too.
Let's go back to what baby bear said about being sensible. If you can trace its source recognizably as a cereal, seed, pulse, vegetable, animal or fish, without intervention, then you can rest assured its food. If it comes in a packet telling you how great it is the chances are it isn’t.
Be careful, be sensible and readpackaging4goodnesssake!!
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