Last week, General Mills made a dramatic splash in nutrition circles when it announced it would reduce the amount of sugar in its cereals for kids to “single digit” levels. While sugar reduction is commendable, it still does not make the cereals a good choice for breakfast. And the decrease is not substantial enough. Some cereals have already seen their sugar content lessen by 1 gram or 2 (8%-15% decrease), but cereals are still at the 3-teaspoon-of-sugar per serving level.

Take Lucky Charms as an example. “Magically delicious Lucky Charms cereal features frosted oats and colored marshmallows.” Why should kids be getting marshmallows for breakfast every morning? Aren’t these treats reserved as occasional treats for roasting over a fire at summer camp or a family outing?

We took a deeper look inside Lucky Charms to find out just how good they are for our children. Read more…

General Mills, one of the big 4 cereal manufacturers, including brands such as Cheerios, Lucky Charms, Trix, and Wheaties,  announced yesterday that it will reduce the added sugar in its products. More specifically, the sugar in cereals advertised to kids will be reduced to “single digit” levels, according to the press release headlines. Reading the fine print of the comapny’s release, which basically extols General Mills as the best thing to happen to healthy diets since the invention of food processing, we learn that “by spring General Mills cereals advertised to children will all have 11 grams of sugar per serving or less.”

What you need to know:

The first thing you should know is that “11″ is not a single digit. 11 grams of sugar is still almost 3 teaspoons of sugar, and that’s for serving sizes for 4 year olds.

Nonetheless, General Mills should be commended for taking a step in the right direction. If all manufacturers follow suit, maybe in 2011 they can do another down round, and reduce added sugar to 1 teaspoon’s worth.

Here are two further improvements that General Mills can make:

- remove artificial colorings from all cereals. Red 40 and others have been linked to hyperactivity in children.

- stop using BHT to preserve freshness. BHT is also suspected of causing hyperactivity and cancer.

What to do at the supermarket:

Your children do not need a sugar rush first thing in the morning. Look for cereals that contain less than 6 grams of sugar. You can always add more at home.

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The FDA has been more assertive this year with regards to health claims on food products. Here’s an example – the heavyweight bout with cereal giant General Mills:

Round 1: In May, the FDA asked General Mills to explain why its Cheerios packages carried a claim “Lower your cholesterol 4% in 6 weeks” which is more appropriate for a drug, not a food product.

Round 2: In June, the FDA received copies of 4 studies from General Mills substantiating the percentage reduction claims.

Round 3: It took several months to review, but in October the FDA sent its response to those studies. The bottom line – One study was OK, but that’s not enough for a health claim to be approved. Three studies  were not conclusive enough. This is the FDA’s summary:

In conclusion, in determining whether … to authorize the soluble fiber/coronary heart disease claim to include a statement about a specific percentage reduction in LDL cholesterol, FDA would need to consider the totality of the publicly available scientific evidence to support such a statement and also how to convey information in a way that is not misleading.

Round 4: On November 3rd, General Mills responded [PDF] with further clarifications.We won’t go into the details, although we’re sure the company firmly stands behind the research.

Round 5: Yesterday, the FDA published the letter it has sent in October. General Mills decided to respond immediately – a good PR tactic – by publishing its response and a press release:

“discussions with the U.S. Food and Drug Administration (FDA) regarding the cholesterol-lowering benefits of the soluble oat fiber in Cheerios continue.”

Ironically, as these discussions are going on, Cheerios is running a new promotion, with an even bolder claim of 10% reduction in cholesterol in just one month.

What you need to know:

The argument between the FDA and General Mills over what wording is to be allowed may seem like nit-picking to some, but you need to understand that a lot of money is at stake.

Manufacturers use health claims as a marketing tool to increase sales, and have been doing so since for ages. Up until 1991, it was pretty much a wild west when it came to health claims. Manufacturers would claim almost anything they liked. When the Nutrition Labeling and Education Act was passed in the early 1990’s, it seemed as though the claims would go away. The law provided the framework for the FDA to require standardized nutrition facts labels and ingredient list for virtually all packaged foods.

But pressure by food industry lobbies on Congress allowed the manufacturers to add health claims to packages as well. Thankfully though, the claims had to be thoroughly substantiated by scientific research and consensus. The language of the claims was also addressed in the law. There are certain things that can be said, while other can’t. And there’s a way to say it. In the Cheerios example, the FDA warned that the cholesterol reduction wording is more like that of a statin drug than of a food, and therefore out-of-bounds.

Nobody is arguing that Cheerios (the plain unsweetened version) is one of the better cereals out there, with a relatively low sugar count, and high fiber content. But the studies, funded by General Mills, showed that the control groups who ate other cereal products also reduced their cholesterol intake when both groups ate the cereals instead of some other non-fibrous meal. Hey, eating even Sugar Smacks daily, as “part of a healthy, balanced diet including regular exercise” will lead to better heart health.

Incidentally, just a few weeks ago Kellogg’s retracted it’s “Immunity” claims from packages of Cocoa Krispies.

What to do at the supermarket:

While the scientists on both sides of regulation battle it out, here’s the deal when it comes to breakfast cereals - best to ignore health claims. The information you need is on the nutrition facts panel and ingredient list. Look for:

- fiber at more than 3 grams per serving

- sugar at less than 6 grams per serving

- no artificial colors (Yellow 5, Red 40, etc…)

- no partially hydrogenated oils

All the other fortifications (B vitamins, etc..) are nice to have but very similar across the board.

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We wrote a few days ago about the odd health claim General Mills has tacked on to its Cheerios breakfast Cereal. According to the cereal manufacturer, consuming Cheerios reduces cholesterol by 10% in a month.

Seems like we weren’t the only ones that got ticked. The FDA has officially scolded General Mills last week. But the FDA is not disputing the health claim itself. The FDA wants it to be rephrased, because as it appears now, Cheerios would have to be classified as a drug, not a food.

Ridiculous, no?

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