We posted a few days ago about how 80% of Kids Commercials on Nickelodeon are for junk food. Junk cereal is also in the mix. If you were wondering how bad the situation is, watch the spot below for Froot Loops and Apple Jacks [Hat tip to Change.org]. Anyone still believe that the food industry isn’t manipulating kids?

For decades, advertisers sold kids cereals as fun, but now they are appealing to a 5 year old’s health and nutrition concerns. Thank you, Kellogg’s, for misinforming our children, creatively, once again.

What you need to know:

Let’s forget for a minute the sexist role play (Male doctor, female receptionist..)

The cutesy commercial fails to mention that Froot Loops includes trans fat, is 44% sugar by weight, and contains controversial artificial colorings that may prevent  any of these kids from being able to concentrate long enough to learn about nutrition. Apple Jacks is not much better.

What to do at the supermarket:

Breakfast cereals should contain much more fiber (5 grams and up) and much less sugar (6 grams or less). A kid oriented cereal will usually not be up to par. But you can buy a “grownup” cereal and sweeten it at home with a teaspoon of honey or sliced bananas.

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The launch of food industry backed Smart Choices Seal,  a front of package label designed to inform shoppers of more nutritious products, has been very controversial. The criteria deciding which products are “better for you” were set by a panel of representatives from companies such as Kellogg’s, Con Agra and Kraft, as well as independent scientists from health organizations and Academia.

However, something strange must have happened in those criteria-setting meetings, if the result was a seal of approval for Froot Loops and other uber-sweet products. Fruit Loops is 41% sugar by weight, contains a rainbow of artificial colorings, and some trans-fat to boot.

This is the classic story of  the fox guard the hen house, or the cat watch over the cream. Public pressure, as well as media coverage that was less than friendly seem to have an effect. Change.org mounted an email campaign in which thousands of people wrote to the independents, asking that they rescind their support for the program:

Thanks to change.org activists and a lot of attention in the media and across the blogosphere, both the American Dietetic Association and the American Diabetes Association have had their names removed from the Smart Choices web site.

You might notice that Smart Choices hasn’t done much to publicize the fact that neither group endorses the new marketing ploy (let’s call it what it is shall we?). Both of the ADAs, it seems, understand that they can’t in good conscience be affiliated with any sort of labeling that calls Froot Loops healthy.

(Thank you Marion Nestle for the h/t)

What to do at the supermarket:

Smart Choices and other marketing shticks will always await consumers on the supermarket shelves. Not sure if a product is as good as it claims to be? Check the nutrition panel and the ingredient list. Still confused? Drop us a line, and we’ll try to help…

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