Kellogg’s keeps getting slammed with lawsuits related to misleading consumers. This time the product line in question is Nutri-Grain breakfast bars. According to Food Navigator:

The company is being sued in the US District Court of Southern California for violations of the Lanham Act, Unfair Competition Law, Common law of Unfair Competition, False Advertising Law, and the Consumer Legal Remedies Act.

In their adverts, the company suggests that Nutri-Grain bars allow you to ‘Eat Better All Day’ because they contain calcium and whole-grains, but the plaintiffs insist that those claims are invalidated by the presence of trans-fats, which contribute to diabetes and heart disease. Read more…

A quick reminder, in November Kellogg’s settled with the state of Oregon, after misleading “immunity claims” on it’s Cocoa Krispies breakfast cereal.

Let’s take a look at Kellogg’s Nutri-Grain Yogurt Bars Strawberry Yogurt to see what all the fuss is about.

What you need to know:

Here is the ingredient list. Take a deep breath:

CRUST: WHOLE GRAIN ROLLED OATS, ENRICHED FLOUR (WHEAT FLOUR, NIACIN, REDUCED IRON, THIAMIN MONONITRATE [VITAMIN B1], RIBOFLAVIN [VITAMIN B2], FOLIC ACID), WHOLE WHEAT FLOUR, SUNFLOWER AND/OR SOYBEAN OIL WITH TBHQ FOR FRESHNESS, HIGH FRUCTOSE CORN SYRUP, SUGAR, HONEY, DEXTROSE, CALCIUM CARBONATE, SOLUBLE CORN FIBER, NONFAT DRY MILK, WHEAT BRAN, SALT, CELLULOSE, POTASSIUM BICARBONATE (LEAVENING), NATURAL AND ARTIFICIAL FLAVOR, MONO AND DIGLYCERIDES, PROPYLENE GLYCOL ESTERS OF FATTY ACIDS, SOY LECITHIN, WHEAT GLUTEN, NIACINAMIDE, SODIUM STEAROYL LACTYLATE, VITAMIN A PALMITATE, CARRAGEENAN, ZINC OXIDE, REDUCED IRON, GUAR GUM, PYRIDOXINE HYDROCHLORIDE (VITAMIN B6), THIAMIN HYDROCHLORIDE (VITAMIN B1), RIBOFLAVIN (VITAMIN B2), FOLIC ACID.

FILLING: HIGH FRUCTOSE CORN SYRUP, GLYCERIN, WATER, FRUCTOSE, MODIFIED CORN STARCH, PARTIALLY HYDROGENATED SOYBEAN AND COTTONSEED OIL†, NONFAT YOGURT POWDER [CULTURED NONFAT MILK; HEAT-TREATED AFTER CULTURING], STRAWBERRY PUREE CONCENTRATE, MODIFIED TAPIOCA STARCH, SUGAR, CORNSTARCH, MALIC ACID, NATURAL AND ARTIFICIAL FLAVOR, CELLULOSE GEL, SALT, COLOR ADDED, CELLULOSE GUM, DATEM, MONO- AND DIGLYCERIDES, MALTODEXTRIN, SOY LECITHIN, CARAMEL COLOR, RED #40.
†LESS THAN 0.5g TRANS FAT PER SERVING

Oh Dear.

Over 60 ingredients!

We won’t go over each one, but we did mark in bold all the sugar synonyms, and underlined the trans-fat.

Note that partially hydrogenated oil means there is trans-fat in the product, even if the nutrition facts label says it contains zero. This is because of a labeling loophole which allows values lower than half a gram per serving to be rounded down to zero.  Too bad that ANY amount of trans-fat is bad for you, and if you’re going to have any it should not be in a purportedly healthy food item.

Don’t be fooled by the strawberry puree concentrate, it is nothing more than sugar by the time it makes it into the filling. No fiber, no vitamin C lost in processing.

Another irritating feature of this product is the claim on the package “More of the Whole Grains your Body Needs.” Unfortunately the second ingredient here is enriched flour, aka refined white flour without any of the whole grain benefits such as fiber.

A serving is one bar, and it contains 14o calories. 13 grams of sugar account for about one third of  the calories, and the fiber count is a measly 2 grams – you really aren’t getting the benefits of the whole grains your body so “needs”.

All told, this is nothing more than a glorified snack bar. Much closer to Twix and Snickers than something that will allow you to “Eat Better All Day”.

What to do at the supermarket:

If you’re looking for a healthier snack to pack in your purse or backpack, how about a banana or an apple? Need something in a wrapper? Look for bars that have short ingredient lists and little or no added sugars. Not to mention partially hydrogenated oils.

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Just as the year is ending, the tireless consumer advocacy group CSPI (Center for Science in the Public Interest) has sent a 158 page report to the FDA, entitled Food Labeling Chaos – the case for reform [download PDF]. In it, the organization claims that nutrition labeling today is insufficient, and that existing regulations are too lax to deal with the marketing brainpower of the food industry.

If you have a nutrition label addiction like we do, this report is awesome. The authors break the issues down into 3 areas:

1. Improving the Nutrition Facts Panel
2. Improving ingredient labels
3. Stopping false and misleading health-related claims

They provide examples, from a wide range of product by Kellogg’s , Nestlé, Gerber,  Minute Maid, and others of why regulatory changes are needed ASAP:

Smart Start Cereal by Kellogg’s misleads consumers to believe that half a cup of added sugar a day is approved by the Institute of Health (that’s 125 grams or 600 empty calories!)

Glacéau vitamin water that comes in 20 fl oz bottles misleads people to think that a serving is only 8oz. In fact, most people gulp down the entire bottle receiving 125 calories instead of just 50.

Thomas’ Hearty Grains English Muffins claim to be “made with the goodness of whole grain” and “made with whole grains”, when in fact the primary ingredient is “unbleached enriched wheat flour,” meaning white flour without the benefits of the whole grain (fiber).

“Consumers need honest labeling so they can spend their food dollars wisely and avoid diet-related disease,” said CSPI senior staff attorney Ilene Ringel Heller, co-author of the report. “Companies should market their foods without resorting to the deceit and dishonesty that’s so common today. And, if they don’t, the FDA should make them.”

What you need to know:

The food industry has a very strong lobby and indirectly exerts a lot of pressure on the FDA. Changes will occur slowly, if at all, and the smart folks in the business sector will always find loopholes and tricks to keep consumers just confused enough to want to buy their products.

What to do at the supermarket:

Don’t fall for marketing tricks disguised as nutrition claims. Simply ignore health claims on the front of the package. Read both nutrition facts panel AND ingredient list, to get a better picture of what food you are buying. Buy products with short, understandable, ingredient lists.

HAVE A HAPPY AND HEALTHY NEW YEAR !!!

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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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[Update November 4: In a press release earlier today, Kellogg's announced it would remove the immunity label from its packaging.]

Earlier this week, San Francisco City Attorney Dennis Herrera sent a letter to Kellogg’s CEO expressing concerns over the very misleading front of package “claim” which you can see for yourself on the right.

“I am concerned that the prominent use of the Immunity Claims to advertise a sugar-laden, chocolate cereal like Cocoa Krispies may mislead and deceive parents of young children. Specifically, the Immunity Claims may falsely suggest to parents that cereals like Cocoa Krispies are more healthy for their children than other breakfast foods that are not high in sugar and not highly processed.

The Immunity Claims may also mislead parents into believing that serving this sugary cereal will actually boost their child’s immunity, leaving parents less likely to take more productive steps to protect their children’s health.

At a time when parents are increasingly worried about the spread of the H1N1 virus (“swine flu”), it is vitally important that parents receive accurate information about what they can do to protect their children’s health.”

A copy of the letter, which requests to see the scientific evidence behind the immunity claim, has also been sent to FDA Commissioner Dr. Margaret Hamburg. As Marion Nestle points out in her excellent Food Politic blog “Shouldn’t the FDA be taking this on?”

What you need to know:

Is a new wave of backlash against food processors starting to rise? Just 2 weeks ago Connecticut’s Attorney General wrote strongly to the Smart Choices Program regarding its questionable benchmarks. The FDA followed up a week later with a letter that ultimately led the program to suspend itself indefinitely (read – harakiri).

This is a good sign (hopefully) of things to come. A product package is not a billboard for half baked medical claims. When you come to think of it, it’s surprising that the FDA didn’t do anything when the revamped Rice Krispies came out this summer.

The product in question is a sugar bomb (40% by weight) that also carries trans fat and BHT. You can read our recent analysis here.

What to do at the supermarket:

Since the only product information tightly regulated by the FDA is the nutrition panel and the ingredient list, those are the ONLY places you should look to for accurate information regarding a food you are about to place in your shopping cart.

Short, understandable ingredient lists are usually a sign of a better product.

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We’ve been following developments in nutrition rating schemes and front of package labeling for quite some time. Smart Choices is a labeling system that informs consumers which products are a nutritious choice using a green check mark as a quick glance visual cue. The selection criteria is based on nutrients in the foods, and has been defined by the food industry together with nutrition experts. This bias has created an unobjective system, whose purpose is to help sell more products under the guise of nutrition and health.

Here is a perfect example – Smart Choices has recently been spotted in supermarkets across the country on products such as breakfast cereals, including the sugary kid stuff. If we needed any further proof that this benchmark system is NOT IN THE HEALTH INTEREST of consumers,  take a look at Froot Loops, which has received the coveted “Smart Choice” checkmark. Froot Loops is manufactured by Kellogg’s, one of the members of Smart Choices.

What you need to know:

Let’s look at the Ingredient List and Nutrition Panel:

Sugar, Corn Flour, Wheat Flour, Whole Oat Flour, Partially Hydrogenated Vegetable Oil (One or More of: Coconut, Cottonseed, and Soybean) (Less than 0.5 g Trans Fat Per Serving), Salt, Sodium Ascorbate and Ascorbic Acid (Vitamin C), Reduced Iron, Natural Orange, Lemon, Cherry, Raspberry, Blueberry, Lime, and Other Natural Flavors, Red No. 40, Blue No. 2, Yellow No. 6, Zinc Oxide, Niacinamide, Turmeric Color, Blue No. 1, Pyridoxine Hydrochloride (Vitamin B6), Riboflavin (Vitamin B2), Thiamin Hydrochloride (Vitamin B1), Vitamin A Palmitate, Annatto Color, BHT (Preservative), Folic Acid, Vitamin D, Vitamin B12.

The first ingredient is sugar! In fact, Froot Loops is 41% sugar by weight. And Whoa(!) partially hydrogenate vegetable oil too. Doesn’t sound like a smart choice to us. A 1 oz serving (which by the way is too small for regular people) contains 12 grams of sugar – that’s 3 teaspoons. 48 of the 110 calories per serving are from sugar.

And check out the partially hydrogenated vegetable oil – that’s trans fat folks, even if there is less than half a gram per serving, it adds up to 8 grams in a box. People should not consume ANY trans fat during the day.

Additionally, there is less than 1 oz of fiber per serving, and as you probably know, breakfast cereals are expected to be an important source of fiber.

The rainbow of artificial colors (Red No. 40, Blue No. 2, Yellow No. 6) are of a dubious nature, as some may contribute to hyperactivity in kids. Europe is twisting manufacturers’ arms to get rid of the colors voluntarily.

And another note, on marketing to kids. Froot Loops, like many other kids focused “food”, has a thoroughly entertaining website filled with games and activities, all of which are embedded with froot loops and other branding messages. What a way to burn a brand into our children’s young and impressionable minds. To ease some corporate guilt, or most likely at the advice of their legal team, Kellogg’s has a tiny disclaimer at the bottom of the page that we’re sure all kids read before playing:

KIDS: This page may contain a product or promotion advertisement.
Remember, you should get a parent’s permission before you try to buy anything online or give information about yourself.

Please, please food industry executives – stop indoctrinating our children to eat crap. You have kids too!

What to do at the supermarket:

Do not trust health claims or cutesy checkmarks and recommendations on product packages. Look at the ingredient list and the nutrition panel. There should be less than 6 grams of sugar per serving, 3 grams or more of fiber, NO partially hydrogenated vegetable oil, and no artificial food colorings.

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The “Smart Choices” front of package food labeling scheme officially launches this week. 500 Packaged foods from ConAgra, General Mills, Kellogg’s, Kraft, PepsiCo, Sun-Maid, Tyson and Unilever are already approved.

The program hopes to take nutrition confusion out of your life by presenting a simple green check mark on the front of packaged foods that have passed a nutrition benchmark.

While we applaud the initiative to simplify food nutrition information, Smart Choices has substantial drawbacks, which we outlined in the past.

Granted, there are several advantages, such as simplicity, uniformity across brands, and the front-and-center calorie information provided on some labels. However, we think that this industry backed initiative, along with fifteen others was born in a vacuum created by the lack of initiative of the FDA.

Here are six reasons why Smart Choices won’t really help shoppers. Read more…

For over 40 years, Pop-Tarts have been a part of American breakfast tradition. A thin pastry surrounding a sweetened jelly, wrapped in space age foil to preserve freshness. No need to refrigerate. Ready to eat or quickly heated in a toaster. A marvel of food ingenuity.

America has handsomely rewarded Kellogg’s, the manufacturer, for its ingenuity (even though Kellogg’s got the idea from Quaker). By 2006, Kellogg’s was selling over $400 Million worth of Pop-Tart products a year. To this day, Pop-Tarts account for 80% of the “toaster-pastry” segment.

Great, right?

Well, we beg to differ. We believe that Pop-Tarts are an unfortunate tradition that needs to be stopped. Immediately.

Here’s why…

What you need to know:

Let’s begin with the Pop-Tarts packaging. It  is deceiving at best – the image of fresh real blueberries surrounding a pastry rich in blueberry filling does not match the reality of less than 2% blueberry content in the product. And to add to the disgrace there’s a large font “made with real fruit” on the front panel.
A look at the nutrition label does not add joy to our life.
A single pastry is 200 calories, 150 of which are from carbohydrates. The 17 grams of sugar are equivalent to over 4 teaspoons worth. A pop tart is one third sugar by weight. There is less than 1 gram of fiber, and despite the labeling saying Trans Fat are 0, there is a certain amount present due to the use of partially hydrogenated vegetable oils.

A serving size is defined as one pastry, but since they are packed 2 per foil, people can just as easily double the amount of calories.

The ingredient list is as long as the backup on highway 101 on Monday morning:

Enriched Flour (Wheat Flour, Niacin, Reduced Iron, Thiamin Mononitrate [Vitamin B1], Riboflavin [Vitamin B2], Folic Acid), Corn Syrup, High Fructose Corn Syrup, Dextrose, Soybean And Palm Oil (With Tbhq For Freshness), Sugar, Cracker Meal, Contains Two Percent Or Less Of Wheat Starch, Salt, Dried Blueberries, Dried Grapes, Dried Apples, Cornstarch, Leavening (Baking Soda, Sodium Acid Pyrophosphate, Monocalcium Phosphate), Corn Cereal, Citric Acid, Gelatin, Modified Wheat Starch, Soy Lecithin, Partially Hydrogenated Soybean And/Or Cottonseed Oil?, Modified Corn Starch, Xanthan Gum, Caramel Color, Red #40, Vitamin A Palmitate, Tricalcium Phosphate, Color Added, Niacinamide, Reduced Iron, Natural And Artificial Flavors, Blue #2, Blue #1, Pyridoxine Hydrochloride (Vitamin B6), Riboflavin (Vitamin B2), Thiamin Hydrochloride (Vitamin B1), Turmeric Color, Folic Acid.

Here’s a brief explanation of what’s inside – (note all the variations of sugar in here)

Enriched Flour (Wheat Flour…) – All flour is enriched in the US, by law. Don’t be fooled by “Wheat Flour” either, as most flour is from Wheat. If the ingredient list does not state “100% whole wheat flour”, you are missing out on the fiber your body needs.
Corn Syrup – a syrup made from cornstarch. Used as a sweetener due to its high glucose content. Prevents crystallization and can help increase shelf life in baked goods.
High Fructose Corn Syrup – corn syrup where some of the glucose has been converted to fructose.
Dextrose – a term for glucose. glucose and fructose together make sucrose, which is commonly known as table sugar.
Soybean And Palm Oil – Canola oil would have been a healthier alternative because of its high unsaturated fat content.
TBHQ (E319) – tert-Butylhydroquinone – a preservative for oils. May be carcinogenic in high doses.
Sugar – well, the product is still not sweet enough is it?
Wheat Starch – A powdery substance obtained from wheat kernels. Used as a thickener for sauces, gravies, and puddings.
Dried Blueberries, Dried Grapes, Dried Apples – there’s less than 2% of each in the product. Yet on the product image you see much much more than 2% blueberry.
Cornstarch – a powdery substance used as a thickener.
Citric Acid – a natural preservative that is used in beverages to add an acidic, sour taste. Although it is naturally found in citrus fruit (oranges, lemons), industry has a found a cheaper way to manufacture it. This is through a fermentation process in which a mold called Aspergillus Niger is used to ferment a carbohydrate such as molasses. sounds grosser than it really is.
Gelatin  (E441) – a translucent, colorless, brittle, nearly tasteless solid substance, derived from the collagen inside animals’ skin and bones. It is commonly used as a gelling agent.
Modified Wheat Starch – same as the wheat starch above but modified not to loose its thickening properties when heated.
Soy Lecithin (E322) – an oily substance derived from soybeans. Used as an emulsifier and to keep the dough from sticking
Partially Hydrogenated Soybean And/Or Cottonseed Oil – this is the source of trans-fat, folks.
Modified Corn Starch – a common additive used as a thickener. Corn starches are modified so they won’t lose their thickening properties when heated.
Xanthan Gum (E415) – a common emulsifier and thickener made from reaction between glucose and Xanthomonas campestris bacteria.
Caramel Color (E150) – a natural food coloring.
Red #40 (Allura Red / E129) – an artificial food coloring that is being phased out in Europe due to concerns about it causing child hyperactivity.
Tricalcium Phosphate (E341) – used as a raising agent.
Color Added – on top of the artificial colors stated by name we get this mystery color.
Niacinamide – This is vitamin B3.
Natural And Artificial Flavors – with all the crap in this product, no wonder it needs to be enhanced by some proprietary and secret formulas.
Blue #2 – artificial color
Blue #1 (Brilliant Blue FCF / E133) – a synthetic dye derived from coal tar! Was previously banned in Europe but now is allowed. May cause hyperactivity in children.
Turmeric Color – a yellow/orange powder from the turmeric spice.

Conclusion: this product should not exist in Obese America 2009. The light fortification with various vitamins and minerals cannot compensate for the sugar overdose, lack of fiber, and overwhelming use of additives, preservatives, and artificial food coloring.

Pop-tarts are no-starts. They are a terrible product to start your kids’ day.

What to do at the supermarket:

Stay away from Pop-tarts. In the time it takes to heat them, you can spread peanut butter on a slice of whole wheat bread and top it with sliced bananas and a teaspoonful of honey.

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Happy 4th of July everyone. We’d rather it be called Independence Day, because that is what we have been celebrating for the past 200 years, not a date 7/04.

As we head to cookouts, picnics, bar-b-ques and other food related festivities, we should consider ourselves the luckiest people in the world. Democracy is not the default state of rule in many places around the world. Many countries are art war, some with neighbors, some with themselves. Our nation’s wealth has enabled many of us to lead very comfortable lives, beyond comprehension to many of the world’s denizens, who survive on but a few dollars a day.

Is it any wonder that the number one country people dream of immigrating to is the United States of America?

But we shouldn’t rest on our laurels. Our country isn’t perfect, and neither are we. Although we live in a free country, our choices are often limited. Without even thinking about it, we are steered in ways that are hard for us to resist. Say What?

We’ll take food as an example (surprising, heh?)

1. If you want to eat healthfully at a rest stop along an interstate highway, you can’t, because it’s all fast food. How much of a difference is there between Wendy’s, Burger King, Taco Bell, and Pizza Hut? They’re all different flavors of obesity-to-arrive-soon and heart-disease-right-after. And they all serve either Coke or Pepsi.

2. How free are families to choose the food they put on the table? With supermarkets stocking 45,000 items, most people would say very free. But a close look reveals that in each aisle there are a few dominant companies, or a few dominant types of food. In breakfast cereals, most of the 400+ boxes are manufactured by just a handful of corporations (General Mills, Quaker, Kellogg’s). Sure, you could buy that healthier brand but

a) it costs 30% more,

b) your kids won’t eat it because there’s no superhero endorsement on the package.

3. You’re at the ballpark, 4th inning, getting hungry. What about some food and drinks? No problem. That is if food=hot dogs, drinks=Coke or Pepsi. If you want to choose freshly squeezed juice, you can’t. A salad? Who are you kidding.

OK, these are just a few example of the limited choices we have.

Limited, unless we decide to swim against the current. We urge you to try, just so you can feel what it’s like to be truly independent. And if enough of us swim against the current, soon the current will follow us. (And that’s what makes this country great).

God bless America!

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Add this to the ever growing list of ridiculous health claims from food manufacturers. General Mills, one of the breakfast cereal quartet (Post, Quaker, and Kellogg’s are the other 3), has published a press release:

Research presented today [...] revealed Cheerios can help lower cholesterol by 10 percent in one month.

The study, which was conducted and presented by Provident Clinical Research, found that eating two 1 1/2 cup servings of Cheerios daily, as part of a reduced calorie diet low in fat, lowered LDL or “bad” cholesterol about 10 percent in one month. Cheerios is the only leading ready-to-eat cereal clinically proven to lower cholesterol.

“We monitored the diets of study participants for 12 weeks, and a clinical evaluation of their cholesterol levels showed coupling Cheerios with a reduced calorie diet significantly helps lower LDL cholesterol levels,” said Kevin C. Maki, Ph.D. of Provident Clinical Research. “We were impressed with how effectively eating Cheerios daily as part of a reduced calorie diet lowered bad cholesterol. These are simple changes that are easy for most people to make.”

Read the entire propaganda…

What you need to know:

Cheerios is definitely one of the better choices in the breakfast cereal category, as it is made from whole wheat and is very low in sugar.

But don’t buy into the marketing claims disguised as scientific research. Here is why:

1. The research was conducted by Provident Clinical Research, a for-profit institute that gets paid by General Mills and other manufacturers to design, implement, and analyze tests that will always shine a bright light on the product in question.

2. There is no mention of how the test was conducted, on whom, was there a control group, etc… How scientific could this test be if the information is not disclosed.

3. The subjects tested changed their diets not only by eating Cheerios twice a day, but by switching to a reduced calorie low fat diet. No doubt, dietitians helped these people make smart choices over the 12 week test period so that cholesterol would shoot down. But just how much did the Cheerios themselves contribute to the cholesterol reduction?

What to do at the supermarket:

Don’t base your purchasing choice on marketing hype and health claims that are worthless. In the cereal aisle, look for cereals made with whole grains and low amounts of sugar (less than 6 grams per serving). Cheerios definitely makes the grade, but not because of the silly paid-for science report they have brought to the public’s attention.

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Yesterday we wrote about false advertising claims by Kellogg’s with respect to its Frosted Mini Wheats cereal. Today we’ll take a look inside the box to see just how nutritious this product really is…

Read more…