UK: Kellogg dismisses Which? sugar claims
By Michelle Russell | 17 February 2012
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Kellogg's Frosties were singled out as “the worst offender” with 37% sugar content |
Kellogg has hit back at claims by UK consumer watchdog Which? that some of its cereals contain too much sugar.
In a report published yesterday (16 February), campaigners at Which? accused cereal manufacturers of targeting children with unhealthy products, that are "too high in sugar".
Kellogg's Frosties was singled out as "the worst offender" with 37% sugar content. Chocolate rice cereal from several supermarkets came second, followed by Kellogg's Crunchy Nut Cornflakes, Kellogg's Coco Pops and Raisio's Sugar Puffs.
"It is good news that the salt content of many cereals has been lowered," said Which? executive director, Richard Lloyd. "But Which? research has shown that once again, many top-selling breakfast cereals are too high in sugar. Parents will be particularly surprised by the fact that the majority of children's cereals contain so much sugar."
In response to the claims, Kellogg said people know Frosties contain sugar due to the name of the product.
"That's the problem with these types of reports; they fixate on the rights or wrongs of particular products without seeing the bigger picture - that there's a huge number of cereals people can choose from when shopping," a spokesperson said. "If you want a lower sugar version of Coco Pops there is one - it's called Rice Krispies."
The spokesperson added: "We're working hard to give parents lower sugar options and that's why we've just launched Mini Max - a new lower-sugar kids breakfast cereal."
Nestlé Shredded Wheat was the healthiest cereal, with "low levels of sugar, fat and salt". PepsiCo's Quaker Oat So Simple Original and Weetabix were the only other cereals that were low in sugar, Which? said.
Sectors: Cereal, Health & wellness
Companies: Kellogg, Raisio, PepsiCo, Weetabix
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There is currently 1 comment on this article
Actually, I suggested to Kellogg's CEO that high sugar was an issue at the 2009 CAGNY Conference, not just for Kellogg but for the entire (especially US) breakfast cereal industry. Advertising to kids really is completely geared to the sugary varieties. So I would say that Kellogg is now reaping what it has been sowing for years.
TheFoodAnalyst.com said at 10:05 am, February 18, 2012
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