Yale University’s Rudd Center for Food Policy and Obesity presented a report on breakfast cereal this weekend  in Washington DC as part of the annual meeting of the Obesity Society. The findings were not surprising and can be summed up as follows: Manufacturers peddle sugary cereal to kids while painting these cereals as health to parents and nutritionists.

General Mill, one of the big four cereal manufacturers, responded with a letter to health professionals. Below is an excerpt and our commentary in bold:

October 27, 2009

You may have seen or heard reports over the weekend about a cereal study conducted by the Rudd Center for Food and Policy. While the focus of the Rudd Center study is on advertising, it also seems to imply that kid-cereals are linked to obesity in children. We wanted to assure you that all General Mill’s Big G cereals continue to be nutritious and help children and adults maintain a healthy body weight while also meeting key nutrient requirements–this includes presweetened cereals.

Cereal remains a low-calorie, nutrient-dense food contributing positively to the overall nutritional status of children:
•    Kids who frequently eat cereal for breakfast have healthier body weights, have better nutritional status, and are less likely to have weight gain during adolescence. And kids that eat less sweetened cereals probably do even better, don’t they?

•    Cereal is a lower calorie breakfast choice compared to many other foods at only 110-130 calories/serving (and that includes pre-sweetened cereals). Sugar is only 16 calories per teaspoon, does that mean kids 4-6 teaspoons of sugar for breakfast?

•    Cereal is nutrient dense and provides a good or excellent source of at least 10 key nutrients and very few calories. It is only an excellent source because of fortification. The vitamins and minerals are sprayed on the cereal and dissolve into the milk. If your child doesn’t consumer the milk, she does not take in all the nutrients. And who can tell us how bio-available each one of the nutrients is. Lastly, most Americans are not deficient in any of the fortification nutrients to begin with. They are deficient in fiber. Why do kids cereals range in the 0-3 grams when they could be 5or 6 grams worth per serving?

•    Overall, cereals—including presweetened cereals—provide less than 4% of a children’s sugar intake. And according to Coke’s CEO, so do soft drinks. And if we’ll ask Mars Inc CEO, they’ll also point the finger elsewhere. So if nobody is responsible for a big chunk of of our kids’ sugar intake, where is it all coming from?

Juli Hermanson, MPH, RD                    Tamara Schryver, PhD, RD
General Mills Bell Institute of Health and Nutrition    General Mills Bell Institute of Health and Nutrition

Lastly, don’t you get a strange feeling in your stomach when a food company sets up an “Institute of Health”?

What to do at the supermarket:

Breakfast is important. Breakfast cereals can be a great start to the day. But keep the sugar low (less than 6 grams per serving) and the fiber high (5 grams per serving and up).

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USA Today has two stories out about a recent research project by Yale University’s Rudd Center for Food Policy and Obesity. The findings were presented in Washington DC as part of the annual meeting of the Obesity Society. Here’s what they found:

Cereals marketed to kids have 85% more sugar, 65% less fiber and 60% more sodium than those aimed at adults!

Some more interesting facts:

•The least nutritious cereals are  the most heavily marketed to children – Reese’s Puffs, Corn Pops, Lucky Charms, Cinnamon Toast Crunch and Cap’n Crunch.

•Some of the products with the poorest nutrition ratings have health claims on the boxes.

•The average preschooler sees 642 TV cereal ads a year; most are for types with the worst nutrition ratings.

•Cereal companies spend more than $156 million a year marketing to children.

This study shines an even brighter light on the ludicrous Smart Choices Program, terminated this weekend, which elevated candy breakfasts such as Froot Loops and Apple Jacks to a “nutritious” status.

As Expected, the major cereal manufacturers have an answer though:

General Mills spokeswoman Heidi Geller says kids who eat cereal more frequently, including pre-sweetened cereals, “tend to weigh less than kids who eat cereal less frequently — and they are better nourished.”

The Rudd center put together a great website called Cereal Facts, that lets parents search cereals by name or manufacturer, and then receive a nutrition ranking, including information about the product.

What to do at the supermarket:

Look for cereals that are high in fiber (3 grams and up per serving), low in sugar (less than 6 grams), and low in sodium (less than 120mg). If your kids complain that they are not sweet enough – you can always add a spoonful of honey, maple syrup, or sugar to the milk.

Click here for a list of the top 10 cereals according to Cereal Facts. In the list are shredded wheat products from Kashi, Barbara’s Bakery, Nature’s Path and the big players too.

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