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Worst Cereals Are Most Heavily Marketed to Kids

Industry's promise to self-regulate an 'abject failure'

By Kevin Spak,  Newser Staff

Posted Oct 26, 2009 10:26 AM CDT
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(Newser) – Cereals marketed to kids are drastically less nutritious than those pitched to adults, despite industry promises to clean up its act, finds a new study from Yale’s Rudd Center for Food Policy and Obesity. The study confirms what a quick glance at the cereal aisle would tell you: Cereals aimed at kids have 85% more sugar, 60% more sodium, and 65% less fiber than their adult counterparts.

“Industry self-regulation is an abject failure,” says the Rudd Center’s director. “The worst cereals are being marketed very heavily to children.” A Kellogg spokesman says it has a strict standard on what to market to kids under age 12, and General Mills argues that cereal eaters are more nutritious than non-cereal eaters. But those companies own the top spots on the study’s least nutritious list with General Mills’ Reese’s Puffs in first and Kellogs’ Corn Pops in second.

Kellogg cereals that make up individual servings in a variety pack are displayed in this file photo of July 25, 2006, in Cincinnati.
Kellogg cereals that make up individual servings in a variety pack are displayed in this file photo of July 25, 2006, in Cincinnati.   (AP Photo/Al Behrman, file)
Many cereal makers produce nutritious cereals, but they're not marketed towards kids.
Many cereal makers produce nutritious cereals, but they're not marketed towards kids.   (AP Photo/Paul Sakuma)
A box of Kellogg's Corn Pops breakfast cereal with a Smart Choices green check printed on its front is shown in San Francisco. Corn Pops is among the least nutritious cereals.
A box of Kellogg's Corn Pops breakfast cereal with a "Smart Choices" green check printed on its front is shown in San Francisco. Corn Pops is among the least nutritious cereals.   (AP Photo/Russel A. Daniels, file)
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COMMENTS
Showing 3 of 27 comments
cornelison
Oct 28, 2009 8:34 AM CDT
That sort of grocery item has been given the most shelf space ever. Children targeted marketing has made a lot of money for cereal companies & it's not necessarily for the better.
zackmasson
Oct 27, 2009 11:52 AM CDT
Or you could just get your kids granola.... Your the parent you choose whats acceptable, and DON'T fold like a lawn chair.
surlyotter
Oct 27, 2009 5:02 AM CDT
Just so you guys know: Honey Bunches of Oats and Raisin Bran (depending on the brand) are both chock full of sugars. They're not pure sugar like some of the worst offenders, but the large majority of breakfast cereals contain more sugar than is really healthy to get the morning going.
Health • Media • Money

 
nutrition • childhood obesity • cereal • breakfast cereal

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