Analytical Report - Breakfast cereals

NOTE: the levels of salt and sugar in food that represent a "lot" and a "little" have been changed since this report was completed.

Salt is High where there is more than 1.5g salt (0.6g sodium) per 100g
Salt is Low where there is 0.3g salt or less (0.1g sodium) per 100g

 

Introduction

Forty samples of breakfast cereals were analysed to check for the levels of sugars, salt, iron and calcium against that provided on pack in nutrition panels. The samples were selected from 7 supermarket outlets and included the major breakfast cereal manufacturers e.g. Kellogg's and Nestle and the supermarket own brands.

Consumers and particularly children through their parents are being encouraged to eat breakfast. Lack of a substantial meal in the morning has been attributed to poor school performance with pupils lacking concentration in their studies. Breakfast cereals are seen as a simple and quick way to provide a satisfying meal in the morning. As most have vitamins and minerals added to them, they are also viewed as a useful source of micronutrients such as thiamin, riboflavin, Vitamin B6, folic acid and iron. Many manufacturers make claims on the basis of this fortification with nutrients which then triggers the requirement for nutrition information to be provided, however it is increasingly common for manufacturers to provide this information on a voluntary basis.

All of the products declared extensive nutrition information including some vitamins and minerals. A typical portion size is given as 30g with 125ml milk. This presumably refers to adult portions. As some of the products are aimed at children e.g. use of cartoon characters and free toys it may be useful to provide information on child portion sizes. However, this could be difficult given the range of children that would be consumers of the product. The Food Labelling Regulation 1996 require that where nutrition information is given it is given per 100g of product. It may also be given on a per serving basis where that serving must be quantified or per portions provided the number of portions is indicated.

The Kellogg's products were also marked with Daily Guideline Amount information, where the amount of nutrients in a serving are indicated on the percentage they contribute to daily intakes. This is a relatively new system of labelling being developed by food manufacturers. Kellogg's do this graphically through the use of bar charts. They advise that the guideline daily amounts are suitable for most people but that active men in general will have higher requirements and younger children typically lower.

Summary of results

All of the declarations for sugars, salt, iron and calcium were sufficiently accurate.

Iron

Thirty five samples declared a figure either 14.0mg/100g, 11.9mg or 7.9mg. For those which did not declare iron the average figure found was 1.8mg/100g which indicates that the iron was added rather than being naturally present.

Calcium

Only 6 samples declared calcium ranging from 471 mg/100g to 1070mg/kg. As these foods are intended to be consumed with milk, so as such calcium would be derived from the milk.

Salt

The Food Labelling Regulations 1996 require that where nutrition information is provided, reference be made to sodium. As salt is the term used by health professionals and The Food Standards Agency, manufacturers and supermarkets are increasingly replacing this with a salt figure. This is technically an offence. The regulations do not prohibit reference to a salt figure provided a sodium declaration is made and the salt figure is 'outside' the main nutrition information.

Manufacturers are making positive efforts to reduce the amount of salt in breakfast cereals, encouraged by the Food Standards Agency. However, large reductions are not possible without significant effects on the taste of the product, so overall re-formulation is necessary to achieve significant reductions. In the meantime, reductions of the order of 0.1% per year are being made to allow for consumers' palates to become re-educated gradually.

The levels of salt found in the products sampled ranged from <0.1 - 2.3g/100g. The average of those samples above the detectable lower limit of <0.1 (33 samples) was 1.4g/100g.

1.25g salt or more per 100g is A LOT of salt
0.25g or less per 100g is A LITTLE salt

On this basis 20 samples contained a lot of salt, 12 a moderate amount and 8 a little.

Sugars

The levels of sugars ranged from <1.0g/100g to 53.8g. The average was 24.3g/100g. Most of the sugars were attributable to sucrose.

10g sugars or more per 100g is A LOT of sugar
2g sugars or less per 100g is A LITTLE sugar

On this basis 27 samples contained a lot of sugar, 12 a moderate amount and one a little. Breakfast cereals are regarded as energy giving foods so these figures are perhaps not unexpected but 19 contained in excess of 30g/100g sugars.

Summary

Whilst the results show that breakfast cereals tend to be high in sugar and salt, the two are not necessarily linked. Some samples were high in one component but low or moderate in another. It highlights therefore the need for purchasers of breakfast cereals, as with most foods, to read the labels to fully appreciate the nutrition provided by food and so make an informed choice. The analysis indicated that the values given on the labels were accurate and could therefore be relied upon by consumers

Report Date: May 2005