2011 ewg cereals report

8/3/2019 2011 EWG Cereals Report

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ENVIRONMENTALWORKINGGROUP

sUGAR IN chILdRENs cEREALs:PoPular brands Pack more sugar thansnack cakes and cookies

by Paul Pestano, M.S., EWG Research Analyst, Etan Yeshua, J

Stabile Law Fellow, and Jane Houlihan, M.S.C.E., EWG Senior

Vice President or Research

Most parents say no to dessert or

breakast, but many childrens cereals havjust as much sugar as a dessertor more


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ENVIRONMENTAL WORKING GROUP2

www.ewg.org

Acknowledgements

For reviewing the ndings o this study, we thank Andrew Weil, MD, ounder and director o the integrat

medicine program at the University o Arizona College o Medicine and Proessor o Medicine and PublicHealth; as well as Margo Wootan, D.Sc., Director, Nutrition Policy, and Bethany Pokress, M.S., Nutrition PolicAssociate, both o the Center or Science in the Public Interest. Contributors to the study included EWGsSonya Lunder, M.P.H, Senior Scientist; Dawn Undurraga, R.D., Nutritionist; and David Andrews, Ph.D., SeniorScientist. The report was designed by Aman Anderson, and the accompanying website was designed by TayTy Yalniz, EWG Web Designers. Special thanks to EWGs Elaine Shannon, Editor-in-Chie and Publisher, andNils Bruzelius, Executive Editor and Vice President o Publications. Lastly, thanks also go to Katie Ellsworth othe photographs o childrens cereals, snack cakes and desserts.

EWGs Sugar in Childrens Cereal report was made possible through the generosity o many privatecharitable oundations and EWGs community o online supporters and individual donors (http://www.ewg.orabout/unding).

The opinions expressed in this report are those o EWG and do not necessarily refect the views oreviewers and supporters listed above. EWG is responsible or any errors o act or interpretation contained ithis report.

Copyright December 2011 by Environmental Working Group. All rights reserved.

EWG is a nonprot research and advocacy organization with oces in Washington, DC; Oakland, Cali.;and Ames, Iowa. EWG uses the power o inormation to educate the public and decision-makers about a widrange o environmental issues, especially those aecting public health.

www.ewg.org


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SUGAR IN CHILDRENS CEREALS3

Table of ContentsSummary Sugar in childrens cereals ..........................................................................................................4

EWGs Healthy Breakast Tips .......................................................................................................................5

Section 1 Study ndings .............................................................................................................................9

Section 2 The politics o nutrition and childrens ood ...........................................................................13

Section 3 The science o sugary breakasts .............................................................................................15

Section 4 Study methodology ..................................................................................................................16

Table 84 childrens cereals assessed against government and industry nutrition guidelines .............19

Reerences .....................................................................................................................................................22


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www.ewg.org

Summary Sugar in Childrens Cereals

More ugar tan a Twinkieo p y pp tw: k hy sP g cp, g m W F.

18 grams o sugar

11 grams o sugar

20 grams o sugar

More ugar tan cip Aoy!o p y 44 hy n c, app J, cp c 3 cp ay! .

s: eWg y p .

Parents have good reason to worry aboutthe sugar content o childrens breakast cereals,according to an Environmental Working Groupreview o 84 popular brands.

Kelloggs Honey Smacks, at nearly 56 percentsugar by weight, leads the list o high-sugar cereals,

according to EWGs analysis.A one-cup serving o Honey Smacks packs

more sugar than a Hostess Twinkie, and one cupo any o 44 other childrens cereals has more

sugar than three Chips Ahoy!cookies.

Most childrens cereals

ail to meet the ederal governments proposedvoluntary guidelines or oods nutritious enough tobe marketed to children. Sugar is the top problem,but many also contain too much sodium or at ornot enough whole grain.

The bottom line: Most parents say no to

dessert or breakast, but many childrens cerealshave just as much sugar as a dessert or more.Simple-to-prepare, healthy breakasts or childrencan include resh ruit and high-ber, lower-sugarcereals. Better yet, pair that ruit with homemadeoatmeal.

12 grams o sugar


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10 Worst Childrens Cereals

Kelloggs Honey Smacks 55.6%

Post Golden Crisp 51.9%Kelloggs Froot Loops Marshmallow 48.3%

Quaker Oats Capn Crunchs OOPS! All Berries 46.9%

Quaker Oats Capn Crunch Original 44.4%

Quaker Oats Oh!s 44.4%

Kelloggs Smorz 43.3%

Kelloggs Apple Jacks 42.9%

Quaker Oats Capn Crunchs Crunch Berries 42.3%

Kelloggs Froot Loops Original 41.4%

s p 19 pp .

Source: EWG analysis of nutrition labels for 84 childrens cereals.

eWg hy b tp1

2

Avoid cereals that dont meet nutrition guidelines

Percent sugarby weightBased on percent sugar by weight

1

2

3

4

5

6

7

8

9

10

Cereals: Best and GoodAll cereals on this list pass proposed ederal guidelines* on sugar, sodium, at and whole-grain content. They

are ree o articial favors, colors and articial sweeteners such as aspartame and sucralose.

Choose healthy cereals

Best CerealsThese cereals are also free of pesticides and genetically modied ingredients:

Ambrosial Granola: Athenian Harvest Muesli

Go Raw: Live Granola, Live Chocolate Gra-nola, and Simple Granola

Grandy Oats: Mainely Maple Granola, Ca-shew Raisin Granola, and Swiss Style Muesli

Kaia Foods: Buckwheat Granola Dates &Spices and Buckwheat Granola Raisin Cin-namon

Laughing Giraffe: Cranberry Orange Granola

Lydias Organics: Apricot Sun, Berry Good,Grainless Apple, Sprouted Cinnamon, and

Vanilla Crunch.

Natures Path Organic: Optimum Banana

Almond, Optimum Cranberry Ginger, CornPuffs, Kamut Puffs, Millet Puffs, and RicePuffs.


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www.ewg.org

6 Good Big-Brand Childrens CerealsThese meet nutrition guidelines* and are easy tond but may include ingredients that are geneti-cally modied or grown with pesticides:

Kelloggs Mini-Wheats: Unfrosted Bite-Size, Frosted Big Bite, Frosted Bite-Size,Frosted Little Bite

General Mills Cheerios Original**

General Mills Kix Original**

Other AlternativesWhile not considered childrens cereals, thesecereals meet the federal governments nutri-tion guidelines* and are good options for the

breakfast table. They may contain geneticallymodied grains and ingredients grown withpesticides.

Post Shredded Wheat (all varieties)

Post Grape-Nuts Flakes**

Quaker Oats Oatmeal Squares Cinna-mon**

Post Bran Flakes**

Post Honey Bunches of Oats with VanillaBunches**

Source: EWG analysis of nutrition labels for 84 childrens cereals.* The federal Interagency Working Group proposed voluntary guidelines for sugar, sodium, saturated fat and whole grain content (IWG 2011).** These meet the Interagency Working Groups interim 2016 sodium guideline but not the nal guideline scheduled to take effect in 2021 ( IWG 2011).

Look for three things on cereal labels3

eWg hy b tp continued

Some cereals are better than others. When selecting cereals, nutrition expert Marion Nestle recommendsparents look or:

Cereals with a short ingredient list (added vitamins and minerals are okay).

Cereals high in ber.

Cereals with ew or no added sugars, including honey, molasses, ruit juiceconcentrate, brown sugar, corn sweetener, sucrose, lactose, glucose, high-ructose corn syrup and malt syrup (USDA 2006a).

Cereals that meet these criteria can usually be ound on the top shelves othe cereal aisle. They are harder to reach and not at eye level but oten lessexpensive (Nestle 2006).


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4

Recipe 1Hot oatmeal (not instant, cooked without salt)

calorie: 376 (24 percent o daily requirement). Protein: 17 g (grams)

saturate Fat: 2.8 g. Fiber: 6 g. sugar:0 g o added sugar; 22 g o total sugar (ruit and

milk). Total ugar ontent will vary epening on te type of milk ue (unsweetened

soy milk = 1 g, 1 percent low at milk = 12 g). calium: 332 mg (26 percent o daily

requirement). soium: 386 mg.

Time-saving tips: Make oatmeal in advance, rerigerateand heat it up in the morning. Or prepare oatmeal in themicrowave -- mix cup old-ashioned oats, cup milk

cup water; microwave or 2-3 minutes on high; let cool; addresh chopped ruit and nuts.

1 cup regular oatmeal

Chopped walnuts (about 7)

Fresh chopped ruit

(organic berries or hal an apple, depending on the season, are perect)

1 cup o low- or non-at milk or dairy-ree calcium-ortied milk

Make a good breakfast at home*

EWG recommends other quick, delicious and nutritious ways to start your childs day right, including:

Recipe 2 Smoothie with a twist

1 medium banana

1/2 cup rozen berries

1/4 cup old-ashioned rolled oats (adds nutrients and ber and keeps your

child uller longer)

1 cup unsweetened soy milk

Celery with unsalted nut or seed butter (peanut, almond, sunfower or tahini)

Give celery a try or breakast. Time-saving tip: Ask children to ll their owncelery while you make dinner the night beore. Kids oten enjoy helping outin the kitchen and are more likely to eat something they made themselves.

calorie: 380 (21 percent o daily requirement). Protein: 16 g. saturate Fat: 3.6 g.

Fiber: 8 g. sugar: 1 g o added sugar; 18 g o total sugar (ruit). calium: 333 mg (25 percent o

daily requirement). soium: 196 mg.


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www.ewg.org

Recipe 3Scrambled egg and veggies wrap

2 medium eggs, scrambled

cup chopped resh tomatoes

cup chopped spinach or chopped broccoli

Fresh shredded Swiss cheese

Wrap in a corn or whole wheat tortilla

1 medium apple on the side

calorie: 306 (19 percent o daily requirement). Protein: 17 g. saturate Fat: 5.6 g.

Fiber: 5 g. sugar: 0 g o added sugar; 3.3 g o total sugar. calium: 247 mg (19 percent

o daily requirement). soium: 235 mg.

*eWg , , w p pv Pp a iy W gp pp vy . t , y (); , pp pp (iWg 2011). n usda myPy t n d ly (usda 2011 usda 2011).

Follow four steps for a healthy morning

eWg hy b tp continued

5

1

2

3

4

Foods with ber or protein will sustain your child until the nextmeal or snack.

Include a serving o seasonal resh ruit or vegetables (rozen worksas well).

Skip the ruit juicejust eat the ruit!

Dont be araid o dinner or breakast. Many cultures includehearty options on breakast menus.


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Section 1 Study Findings

1. Summary of ndingsMany childrens breakast cereals arent healthy

enough to be marketed to children under theederal governments proposed nutrition guidelines,according to an Environmental Working Group review

o 84 popular brands.EWG assessed childrens cereals manuactured

by Kelloggs, Post, General Mills and Quaker Oats,including iconic avorites such as Froot Loops, CapnCrunch, and Apple Jacks.

Overall, only one in our childrens cerealsmeets the voluntary guidelines proposed earlierthis year by the ederal Interagency Working Groupon Food Marketed to Children#, a panel o ederalnutrition scientists and marketing experts convenedby Congress in response to the childhood obesityepidemic.

These guidelines would cover all oods marketedto children. For ready-to-eat cereals, the guidelinesrecommend no more than 26 percent added sugar byweight.

Studies suggest that children who eat high-sugar breakasts have more problems at school. Theybecome more rustrated and have a harder time

working independently than kids who eat lower-sugarbreakasts. By lunchtime they have less energy, arehungrier, show attention decits and make moremistakes on their work (Warren 2003, Ingwersen 2007,Benton 2007).

Laboratory studies suggest that sugar is habit-orming, stimulating the same brain responses as

opiates (Avena 2008). A case can be made that sugaracts as a drug, enticing kids to eat more and more.Healthy breakasts or kids do not include cereals withcopious amounts o added sugar.

Cereal makers and other ood, beverage,and entertainment companies are lobbying to killthe panels proposal. In an attempt to counter theederal panels eorts to improve the nutritional valueo oods marketed to children, the ood industryhas come up with its own so-called standards,and unsurprisingly, they give most kids cereals apass. The big cereal makers dont take even these

standards seriously. Cases in point: Apple Jacks andFroot Loops, which Kelloggs markets aggressivelyto children, contain more sugar than the industrysrecommended 38 percent limit.+

Fully 21 childrens cereals contain more sugarthan the limit recommended by the industrys ownnutrition initiative (CFBAI 2011a).

sugar 56 cereals contain more than 24 to 26 percent sugar by weight**

soium(interim 2016 guideline) 10 cereals contain more than 210 milligrams

soium(nal 2021 guideline) 71 cereals contain more than 140 milligrams

saturate fat 7 cereals have more than 1 gram

Wole grain At least 26 cereals are not predominantly whole-grain***

s: eWg y 84 .

*Pp v (iWg 2011) py p 50 55 , xp 2016 , w x v z p (v z 26 59 y eWg). a w v 2016xp 2021 . t iWg 13 , w q 24-26 p p y w.

**n p . F pp y, eWg w , : 1) vw w ; 2) usda y-- w 99--100 p w , . (usda 2006).

***W . twy-x y eWg w 50 pw iWg , p Fda (Fda 2006). o y , py v.

#o pp iWg v 2016.

+iy p y b b b c F bv av iv (cFbai 2011). t w 10 p v z , w 26 . t x w 38 p y w.

Childrens cereals fail proposed government nutrition guidelines*

Whats in a serving? Of 84 childrens cereals assessed by EWG.


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www.ewg.org

The ederal Interagency Working Groupsguidelines could be stronger. For instance, theyshould limit sugar content in cereal to no more

than 15 percent, a bar already met by a number ochildrens cereals, not the 26 percent cap currentlyproposed. They should be mandatory, not voluntary.Cereal makers should strive to meet the guidelinesinstead o lobbying to weaken or kill them.

Few parents would agree that a cereal that is

one-quarter sugar by weight is the best that cerealmakers can do or children.

2. Study methodologyThe Environmental Working Group assessed

nutrition label acts or 84 cereals sold by GeneralMills, Post, Kelloggs and Quaker Oats, plus severalthat are marketed more widely but are likely to beeaten by children, such as Cheerios and Frosted

Too much sugar. Childrens cereals exceed recommended limits.my v pp * (p 26 p y w) w v w y ** (p 38 p y w).

s: eWg y 84 .* iy W gp F m c (iWg 2011). g w 13 p 50-55 v , p 26 p w.

** b b b c F bv av i v (cFbai 2011). g w 10 p v z , w

26 . t w 38 p y w.

8456

21

All Childrens Cereals

General Mills

Kelloggs

Post

Quaker Oats

Number of Childrens Cereals

39

t n c c a

n F F s g*

n F iy s g**

272

25

0 10 20 30 40 50 60 70 80 90

1410

9

94

116

5


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Mini-Wheats. EWG obtained label data rom themanuacturers ocial websites.

EWG analysts compared the inormation onlabels with the ederal Interagency Working Groupsproposed guidelines or oods nutritious enough

to be marketed to children (IWG 2011) and with theweaker, voluntary guidelines developed by the BetterBusiness Bureaus Childrens Food and BeverageAdvertising Initiative, which will go into eect onJanuary 1, 2014 (CFBAI 2011a).

In nearly three dozen popular childrens cereals,sugar makes up more than one-third o the productby weight. Fully three-ourths o the 84 cereals EWGassessed ail the proposed ederal guidelines ordetermining what oods are suitable or marketingto children. Fity-six childrens cereals are more than26 percent sugar by weight the recommendedmaximum. Many also contain more sodium thanthe guidelines recommend. The proposed ederalguidelines are morerestrictive than those o theood industry, but they shouldbe strengthened and mademandatory

3. Five topproblems in

childrens cereals

1. Too much sugar abig problem

The proposed ederalguidelines cover ve actors added sugar, sodium,saturated at, trans-at andPrinciple A, which, in thecase o cereal, means wholegrain content.

Two-thirds o thechildrens cereals assessedby EWG contain more sugarthan the ederal guidelinesconsider acceptable. The baris low: the guidelines permitas much as one-quarter o

the cereal by weight to be sugar.One in eight cereals contains more sodium than

the proposed ederal guidelines target or 2016, andnine in 10 exceed the nal sodium target that wouldtake eect in 2021.

2. Seven cereals ail three nutritionguidelines

Seven childrens cereals perorm especially poorlyagainst the proposed ederal nutritional guidelineseective in 2016, EWGs analysis ound. Each ails onthree criteria: too much sugar and saturated at, andtoo little whole grain content. They are: KelloggsCocoa Krispies, Post Cocoa Pebbles and FruityPebbles, three varieties o Quaker Oats Capn Crunch(Original, Crunch Berry and Peanut Butter Crunch),

and Quaker Oats Oh!s. By 2021, when the strictersodium guideline becomes eective, these same

Too much sugar, sodium and fat childrens cerealsexceed recommended limits

my x pp *

s: eWg y 84 .

*iy W gp F m c (iWg 2011), pp , (), w , v 2016.

Total Number of Childrens

Cereals Assessed

Number Failing 1 orMore Guidelines



7

0 10 20 30 40 50 60 70 80 90

28

64

84

Number of Childrens Cereals Assessed


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www.ewg.org

cereals would ail our criteria altogether.

3. Cereal companies ght proposedederal guidelines

More than three-quarters o childrens cereals do

not meet the ederal Interagency Working Groupsproposed nutrition guidelines or 2016. Far moremeet the industrys standards or oods nutritiousenough to be marketed to children.

Eighty-two percent o General Mills childrenscereals dont meet the ederal guidelines, but only 5percent ail to meet the industrys standards.

Not surprisingly, General Mills has joined otherood, media, and entertainment companies in callingto replace the government proposal with industrysmore lenient guidelines.

But major cereal makers dont even take theirown industrys targets seriously; one-ourth ochildrens cereals contain too much sugar.

4. More sugar than junk-ood dessertsEWG compared the sugar content o childrens

cereals with the amounts in several well-known junkood desserts. The results are startling:

One cup o each o three popular childrenscereals (Kelloggs Honey Smacks, PostGolden Crisp and General Mills WheatiesFuel) has more sugar (18.7 to 20 grams) than a

Hostess Twinkie (17.5grams).

One cup o any o44 childrens cereals, including Honey NutCheerios, has more sugar than three ChipsAhoy! cookies (11 grams).

One cup o 56 dierent childrens cereals,

including Froot Loops, has more sugar thantwo Oreo cookies (9.3 grams).

Childrens cereals compared poorly with somehomemade desserts. A typical batch o 30 sugarcookies contains about a cup o sugar, while PostGolden Crisp packs more than one cup o sugar into a15-serving box.

5. Not all Cheerios are alikeEWG ound a wide range in sugar content or

eight brands: General Mill ceerio Cheerios Original is3.6 percent sugar. Apple Cinnamon Cheerios,Chocolate Cheerios, Fruity Cheerios are 33percent sugar.

Kellogg Rie Kripie - Gluten Free variety is3.3 percent sugar. Frosted Krispies is 40 percentsugar.

General Mill cex Rice Chex is 7 percentsugar. Honey Nut Chex is 28 percent sugar.

Kellogg Mini-Weat Unrosted Bite-Size is1.7 percent sugar. Frosted Mini-Wheats Maple &

Brown Sugar is 25 percent sugar. General Mill Kix Kix Original is 10 percent

sugar. Berry Berry Kix is 21 percent sugar. Quaker Oat capn crun Peanut Butter

Crunch is 33 percent sugar. OOPS! All Berriescontains 47 percent sugar.

General Mill Weatie Wheaties Original is15 percent sugar. Wheaties Fuel is 25 percentsugar.

More ugar tan ugary eerta x P g cp p 15v. a 30 y q p .

s: eWg y p .


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Kellogg Frote Flake Reduced Sugarvariety is 27 percent sugar. Original variety is 37percent sugar.

Section 2 - The politics of nutrition

and childrens foodAmerican children need help. Fewer than one

in ve children eat ve or more ruits and vegetablesa day (Lorson 2010), and the latest ederal nutritionguidelines no longer consider ve a day to besucient (CDC 2011). Foods high in sugar, saturatedat, and salt, including pizza, soda, potato chips,French ries and desserts like cookies and ice creamaccount or 25 percent o the calories consumed

by children between the ages o 4 and 8 (NIH2010). Teenagers get 33 percent o their calories romthose same atty, salty and sugary oods (NIH 2010).

In the 1970s, alarmed by growing rates ochildhood obesity, consumer protection groups,including the Center or Science in the Public Interestand Consumers Union, petitioned the ederalgovernment to regulate ood marketing to children(FTC 1978, FTC 1981). The Federal Trade Commissionpublished proposed restrictions on child-targetedadvertising in 1978 (FTC 1978).

Over the next three years, advocates and industrybattled it out, ling 60,000 pages o public commentswith the FTC (Westen 2006). In 1980, ater aggressivelobbying by the ood and advertising industries,

Few childrens cereals meet all 5 nutrition criteria for foods healthy enough

to be marketed to children*

my pp y , w w v p.

s: eWg y 84 .

* iy W gp F m c (iWg 2011), pp , ( ), , w .

** iy : b b b c F bv av iv (cFbai 2011).

84

64

21

All Childrens Cereals

General Mills

Kelloggs

Post

Quaker Oats

Number of Childrens Cereals

39

t n c c a

n F F g*

n F iy g**

322

25

0 10 20 30 40 50 60 70 80 90

1510

9

94

118

5


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www.ewg.org

Congress passed a law that eectively stripped the

FTC o its authority to regulate childrens advertising(Westen 2006, FTC Improvements Act 1980). As aresult, the FTC abandoned its eorts in 1981 (FTC1981).

For the next two decades, childhood obesityrates climbed while advertisers ound new ways toreach youth markets. The U.S. Surgeon Generalissued a call to action on childhood obesity in 2001(DHHS 2001). In 2003, an expert panel convened bythe World Health Organization and the Food andAgriculture Organization both branches o theUnited Nations recommended that people avoid

eating ood high in sugar and limit added sugarto no more than 10 percent o total calories (WHO2003). The international bodies acted on the basis oconsiderable evidence that sucrose and other reesugars contribute to the global epidemic o obesity(Mann 2004). The sugar and processed ood industriesstrenuously objected.

Also in 2003, Congress requested additionalresearch into the eects o advertising on childrenshealth. The resulting study rom the Institute oMedicine linked ood and beverage advertising tooverweight and obesity in children and teens. It saidthat i voluntary eorts by industry ailed to stimulateadvertising or healthier oods or children, Congressshould mandate such a shit. The report concluded:Marketing works (IOM 2006).

In 2005, amid calls or congressional andexecutive action, Sens. Tom Harkin (D-Iowa), and SamBrownback (R-Kan.) convened major ood companies,

public health advocates and regulatory agencies.Harkin warned that where corporate responsibility isabsent, ederal regulation o ood marketing directedat children will be necessary (Harkin 2005).

The ood industry responded by proposing theChildrens Food and Beverage Advertising Initiative

(CFBAI 2006), an eort at voluntary sel-regulation.It allowed each company to set its own nutritionand advertising standards. The industry plan lackeduniormity and ultimately disappointed child advocacygroups that hoped or more eective measures. By2007, ood and beverage companies were spendingan estimated $2.0 billion a year on advertising tochildren on television, in movies, online and via socialmedia (FTC 2008), and childhood obesity rates hadmore than tripled since 1980 (Nihiser 2007).

In 2008, urged by advocacy groups, Harkin andBrownback inserted language into the scal 2009appropriations bill instructing the U.S. Food and DrugAdministration, the Centers or Disease Control andPrevention, the Department o Agriculture and theFederal Trade Commission to orm the InteragencyWorking Group to recommend standards or themarketing o ood and beverages to children(Appropriations Act 2009).

The Interagency Working Group assessed thegrowing body o scientic literature suggesting thatood and beverage advertising plays a central role inchildhood obesity.

While the IWG study progressed, the AmericanHeart Association recommended that people limitconsumption o added sugars, citing evidenceo links between sugar consumption and insulinresistance, obesity, hypertension, dyslipidemia andtype 2 diabetes (Johnson 2009). The USDA alsorecommended that people limit their intake o addedsugars, suggesting that calories rom added sugarand solid at account or no more than 14 percent odaily calories (USDA and DHHS 2010).

In April 2011, the Interagency Working Grouppublished a drat o its report to Congress and

requested comments rom the public and interestedstakeholders (IWG 2011). The report proposed thatood companies voluntarily limit their advertisingto children to those oods that make a meaningulcontribution to a healthul diet and contain onlymoderate amounts o at, sugar and sodium. Itset target dates or implementation o 2016 and

F y p c: Wy w

pp v vy

c w w y v jy v

p, y, v y, y w w ppp y y w p - p ...

Dan Jaffe (Sensible Food Policy Coali-tion/Assoc. of National Advertisers), testi-fying at Congressional hearing 10/11/11.


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2021 to allow ood manuacturers time to makegradual product reormulations. Medical groups andpublic health advocates expressed support or theguidelines and provided eedback about makingthem more eective (FTC 2011).

Food, beverage and media companies, on the

other hand, citing their own sel-imposed advertisingguidelines, opposed the proposal (FTC 2011). TheChildrens Food and Beverage Advertising Initiativereleased a new set o uniorm guidelines that itsmember companies agreed to ollow (CFBAI 2011b).The industry-backed standards would allow nearly 50percent more sugar than the Interagency WorkingGroups proposed guidelines.

Section 3 The science of sugary

breakfastsThere is ample evidence that skipping breakastis not healthy or children or adults (Deshmukh-Taskar2010). Children who eat breakast consume morecalories overall but are less likely to be overweightthan those who skip breakast (Rampersaud 2005). Butnot all breakasts are equal.

Some laboratory studies suggest that sugar ishabit-orming, stimulating the same brain responsesas opiates (e.g., Avena 2008). I so, sugar could act asa drug, enticing kids to eat more.

Studies also suggest that children who eat

high-sugar breakasts have more problems atschool (Benton 2007). They become more rustratedduring the day and have a harder time workingindependently (Benton 2007). By lunchtime they haveless energy, are hungrier, show attention decitsand make more mistakes on their work(Warren 2003, Ingwersen 2007, Benton2007). They also eat more, or bothbreakast and lunch (Warren 2003).

Cereal giants und and publicizeresearch showing that children who eatcereal or breakast have a lower BodyMass Index, on average, than kids whoskip breakast or eat other oods, evenor cereals with signicant amounts oadded sugar (Albertson 2011, Kosti2007).

This may seem reassuring

or amilies with sugary cereals in the pantry, but acloser look suggests otherwise. Whatever benetsresult rom eating high-sugar cereal may be due tothe cereals whole-grain content, not to the emptycalories provided by unnecessary sugar (Kosti 2010).A disturbing reality o the American ood supply is

that, as EWGs analysis shows, i youre eating grainsrom cereals, youre probably also eating a lot oadded sugar.

The research teams conducting industry-backedstudies did not dierentiate between childrenregularly eating high-sugar cereal (one-third to morethan one-hal sugar) and those eating similar amountso moderately or lightly sweetened cereals. These arevery dierent oods.

Several studies have ound benets rom eatinglow-sugar or high-ber cereals or other oods orbreakast. These oods provide sustained energy, help

avoid a blood sugar crash and are healthier ordiabetics (Warren 2003, Ingwersen 2007, Benton 2007,Silva 2011).

Overall, cereals marketed to children areless healthy than others. A 2006 study led by YaleUniversity researchers ound that compared to non-childrens cereals, childrens cereals were denser inenergy, sugar and sodium but were less dense in berand protein (Schwartz 2008).

Collectively, the scientic literature demonstratesthe benets o eating breakast and whole grains but

does not support adding copious amounts o sugar tochildrens cereals.

SUGAR IN CHILDRENS CEREALS


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www.ewg.org

Industry and Government-Proposed Criteria or Cereals Marketed to Children

Guideline Cereal type* Measure Nutrition Component toMaximize

Nutrients to Limit

Calories Sugars(grams)

Sodium(milli-grams)***

Satu-rated Fat(grams)

TransFat(grams

CFBAI(industry)

Lighter cereals Perlabeledservingsize

50% whole grain by weight(encouraged)or 10% Daily Value o any es-

sential nutrient (calcium, ber,potassium, iron, or vitaminsD, A, or C)

150 10 (totalsugars)

290 1.5 N/A

CFBAI(industry)

Denser cereals Perlabeledservingsize

Same as above > 150 200

12 (totalsugars)

360 2 N/A

IWG (govt) Lighter cereals Per 50 g 50% whole grain by weight N/A 13(addedsugars)

210(2016)**; 140 (2021)

1 and 15% ocaloriesrom satu-rated Fat

0

IWG (govt) Denser cereals Per 55 g Same as above N/A Same as

above

Same as

above

Same as

above

Same a

aboves: eWg y iWg (2011) cFbai (2011).*c yp f w p y F d a, w racc (r a c-y c) w w 20 43 p p w p p (Fda 2001).**t 2016 iWg p v z.*** eWg y w p iWg v , . t iWg eWg vw v z , w w w 26 p v (g m c cp). u v z, w y w p 558 p 50 v.

Section 4 Study Methodology

EWG obtained nutrition inormation or 84 ready-to-eat breakast cereals or children, including favorsand varieties o products, rom the ocial websites o

the our major cereal brands: General Mills, Kelloggs,Post Cereals and Quaker Oats. The nutrition acts orCapn Crunch cereals, a Quaker Oats brand, were oundon a separate Capn Crunch website.

For the purposes o this study, EWG considereda cereal to be or children i it met one or more criteriarom a 2006 study by Yale Universitys Rudd Centeror Food Policy and Obesity: the use o a licensedcharacter or a cartoon drawing on the cereal box,and the companys own categorization o a cereal asa childrens ood on its website (Schwartz 2008). EWGincluded among its 84 childrens cereals a ew additional

brands commonly marketed with commercials eaturing

children, or marketed more broadly but likely to beeaten by children, such as Cheerios and Frosted Mini-Wheats.

EWG assessed the childrens cereals against twosystems o nutrition guidelines or oods marketed to

children: the Childrens Food and Beverage AdvertisingInitiatives uniorm nutrition criteria (an industry-backedinitiative o the Better Business Bureau); and thegovernmental Interagency Working Groups proposedvoluntary guidelines.

Summary o the Interagency Working Group (IWG) Pro-posed Guidelines or Food Marketed to Children

The Interagency Working Group on FoodMarketed to Children, composed o representativesrom the Federal Trade Commission, the Centers orDisease Control and Prevention, the Food and Drug

Administration and the United States Department o


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Agriculture, was convened by Congress to develop aset o nutrition recommendations and media denitionsto guide industry in determining what oods areappropriate to market to children. The IWGs proposedguidelines are based on two principles: oods marketedto children must make a meaningul contribution toa healthul diet (Principle A) and must minimize theamounts o nutrients that could have a negative impacton health or weight (Principle B).

The IWGs proposed guidelines ocus on tencategories o ood products that are most commonlymarketed to children and adolescents, which includebreakast cereals.

Nutrition Principle A: Meaningul Contribution to aHealthul Diet

Foods marketed to children should include a

signicant amount o at least one o the ollowingood groups: ruit, vegetable, whole grain, at-reeor low-at milk products, sh, extra lean meat orpoultry, eggs, nuts and seeds, or beans. Ready-to-eatbreakast cereals may contribute to a healthul diet aswhole grains.

IWG has proposed two approaches by whichood manuacturers may meet Principle A. Option 1: Food marketed to children should

contain at least 50 percent by weight o one ormore o the ood groups listed above.

Option 2: Specic minimum contributions or each

o the ood groups. For individual oods, theproduct should contain the specied amounto at least one, or a proportionate combinationo more than one, o the listed ood groupsper FDAs Reerence Amount CustomarilyConsumed (RACC). The specied amount orwhole grains is 0.75 ounces o 100 percentwhole grain.

For EWGs analysis, childrens cereals wereassessed against Principle A using Option 1. Cerealnutrition labels do not provide the whole graincontent, but any cereal listing a whole grain as the

rst ingredient was assumed to meet the IWG criteria;this assumption likely overestimates the number ocereals that meet the criteria.

Nutrition Principle B: Nutrients to LimitThis principle limits the amount o sodium,

saturated at, trans-at and added sugars in oods

marketed to children. The amounts o these nutrientsare limited per FDAs Reerence Amounts CustomarilyConsumed (RACC), not the serving size listed on thenutrition label. Ready-to-eat breakast cereals thatweigh between 20 grams and 43 grams per cup havea RACC o 30 grams. Denser breakast cereals thatweigh more than 43 grams per cup have a RACC o 55grams (FDA 2001).

IWGs criteria are as ollows: Saturated at: 1 gram or less per RACC and 15

percent or less o calories rom saturated at Trans-at: 0 (


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criteria, hal a serving or more o ready-to-eatbreakast cereals must be either ruit, vegetable,dairy product or whole grains. An alternative measurerequires that the ood provide more than 10 percento the Daily Value o any o the ollowing essential

nutrients: calcium, ber, potassium, iron, or vitaminsD, A, or C (CFBAI 2011a).

For the Nutrients to Limit criteria, CFBAI createdsubcategories with varying limits or ready-to-eatbreakast cereals: lighter cereals with RACCs o 30grams or less should not exceed 150 calories, 1.5grams o saturated at, 290 milligrams o sodium, and10 grams o total sugars per labeled serving size; ordenser cereals, each serving size must not exceed 200calories, 2 grams or saturated at, 360 milligrams osodium, and 12 grams o total sugars (CFBAI 2011a).


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84 Childrens Cereals Assessed Against Government and Industry Nutrition Guidelines

Legend:

- Fails industry guidelines**

- Fails ederal guidelines to take eect in 2016*

- Fails nal ederal sodium guideline to take eect in 2021 (but meets the guidelines to take eect in 2016)

- Meets ederal guidelines to take eect in 2016

- Meets stricter ederal guidelines to take eect in 2021 (stricter sodium limit)

Childrens Cereal Products

Labeled

Serving

Size

(grams)

First (Predominant) Ingre-

dient1Sugar (grams

per serving)2Sugar (percent

by weight)

Sodium (mil-

ligrams per

serving)3

Saturated Fat

(grams per serv-

ing)4,5

General Mills

1 Boo Berry 33 Whole Grain Corn 10 30.3 190 0

Cheerios

2 Cheerios Original 28 Whole Grain Oats 1 3.6 160 0

3 Apple Cinnamon Cheerios 30 Whole Grain Oats 10 33.3 115 0

4 Banana Nut Cheerios 28 Whole Grain Corn 9 32.1 160 0

5 Chocolate Cheerios 27 Whole Grain Corn 9 33.3 170 0

6 Cinnamon Burst Cheerios 33 Whole Grain Corn 9 27.3 130 0

7 Frosted Cheerios 28 Whole Grain Oats 9 32.1 170 0

8 Fruity Cheerios 27 Whole Grain Corn 9 33.3 135 0

9 Honey Nut Cheerios 28 Whole Grain Oats 9 32.1 160 0

10 Mul-Grain Cheerios 29 Whole Grain Corn 6 20.7 120 0

11 Oat Cluster Cheerios Crunch 27 Whole Grain Oats 8 29.6 130 0

12 Yogurt Burst Cheerios Strawberry 30 Whole Grain Oats 9 30.0 170 0.5

Chex

13 Chex Wheat 47 Whole Grain Wheat 5 10.6 270 0

14 Chocolate Chex 32 Whole Grain Rice 8 25.0 240 0

15 Cinnamon Chex 30 Whole Grain Rice 8 26.7 180 0

16 Corn Chex 31 Whole Grain Corn 3 9.7 240 0

17 Honey Nut Chex 32 Whole Grain Corn 9 28.1 200 0

18 Mul-Bran Chex 47 Whole Grain Corn 10 21.3 270 0

19 Rice Chex 27 Whole Grain Rice 2 7.4 240 0

20 Cinnamon Toast Crunch 31 Whole Grain Wheat 10 32.3 220 0.5

Cocoa Puffs

21 Cocoa Puffs Original 27 Whole Grain Corn 10 37.0 150 0

22 Cocoa Puffs Brownie Crunch 27 Whole Grain Corn 9 33.3 130 0

23

Cocoa Puffs Combos Chocolate and

Vanilla 27 Whole Grain Corn 10 37.0 160 0

Cookie Crisp

24 Cookie Crisp Original 26 Whole Grain Corn 9 34.6 120 0

25 Sprinkle Cookie Crisp 27 Whole Grain Corn 9 33.3 120 0


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Serving

Size

(grams)

First (Predominant) Ingre-

dient1Sugar (grams


by weight)

Sodium

(miligrams per

serving)3

Saturated Fat

(grams per serv-

ing)4,5

26 Count Chocula 27 Whole Grain Corn 10 37.0 160 0

27 Dora the Explorer 27 Whole Grain Corn 6 22.2 150 0

28 Franken Berry 33 Whole Grain Corn 10 30.3 190 0

29 Golden Grahams 31 Whole Grain Wheat 10 32.3 240 0

30 Honey Nut Clusters 57 Whole Grain Wheat 14

24.6 290

0Kix

31 Kix Original 30 Whole Grain Corn 3 10.0 180 0

32 Berry Berry Kix 33 Whole Grain Corn 7 21.2 170 0

33 Honey Kix 33 Whole Grain Corn 6 18.2 190 0

Lucky Charms

34 Lucky Charms Original 27 Whole Grain Oats 10 37.0 170 0

35 Chocolate Lucky Charms 28 Whole Grain Corn 10 35.7 160 0

36 Reeses Puffs 29 Whole Grain Corn 10 34.5 160 0.5

37 Trix 32 Whole Grain Corn 10 31.3 180 0

Wheates

38 Wheaes Original 27 Whole Grain Wheat 4 14.8 190 0

39 Wheaes Fuel 55 Whole Grain Wheat 14 25.5 140 0

Kelloggs

40 Apple Jacks 28 Sugar 12 42.9 130 0

41 Corn Pops 32 Milled Corn 10 31.3 125 0

42 Disney-Pixar Cars 2 28 Whole Oat Flour 10 35.7 200 0

43 Eggo Cereal Maple Syrup 31 Whole Wheat Flour 12 38.7 150 0.5

Froot Loops

44 Froot Loops Original 29 Sugar 12 41.4 135 0.5

45 Froot Loops Marshmallow 29 Sugar 14 48.3 110 0

Frosted Flakes

46 Frosted Flakes Original 30 Milled Corn 11 36.7 140 0

47 Frosted Flakes Reduced Sugar 30 Milled Corn 8 26.7 160 0

48 Honey Smacks 27 Sugar 15 55.6 50 0

Mini-Wheats

49 Mini-Wheats Unfrosted Bite-Size 59 Whole Grain Wheat 1 1.7 10 0

50 Frosted Mini-Wheats Big Bite 51 Whole Grain Wheat 10 19.6 5 0

51 Frosted Mini-Wheats Bite-Size 59 Whole Grain Wheat 12 20.3 5 0

52

Frosted Mini-Wheats Lile Bites

Original 55 Whole Grain Wheat 12 21.8 0 0

53 Frosted Mini-Wheats Blueberry Muffi n 52 Whole Grain Wheat 12 23.1 0 0

54

Frosted Mini-Wheats Cinnamon

Streusel 52 Whole Grain Wheat 12 23.1 0 0

55

Frosted Mini-Wheats Lile Bites

Chocolate 55 Whole Grain Wheat 12 21.8 200 1


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Serving

Size

(grams)

First (Predominant)

Ingredient1Sugar (grams


by weight)

Sodium

(miligrams per

serving)3

Saturated Fat

(grams per serv-

ing)4,5

56

Frosted Mini-Wheats Maple & Brown

Sugar 52 Whole Grain Wheat 13 25.0 0 0

57

Frosted Mini-Wheats Strawberry

Delight 52 Whole Grain Wheat 12 23.1 0 0

58

Frosted Mini-Wheats Touch of Fruit in

the Middle Mixed Berry 55 Whole Grain Wheat 10 18.2 10 0

Rice Krispies

59 Rice Krispies Original 33 Rice 4 12.1 190 0

60 Cocoa Krispies 39 Rice 15 38.5 170 1

61 Frosted Krispies 30 Rice 12 40.0 110 0

62 Rice Krispies Gluten Free 30Whole Grain Brown

Rice 1 3.3 170 0

63 Rice Krispies Treats 30 Rice 9 30.0 170 0

64 Smorz 30 Corn Flour 13 43.3 135 0.5

Post

65 Alpha-Bits 28 Whole Grain Oat Flour 10 35.7 180 0

66 Golden Crisp 27 Sugar 14 51.9 25 0

Honeycomb

67 Honeycomb Original 32 Corn Flour 10 31.3 180 0

68 Honeycomb Cinnagraham 32

Whole Grain Corn

Flour 10 31.3 190 0.5

Pebbles

69 Cocoa Pebbles 30 Rice 11 36.7 190 1

70 Fruity Pebbles 30 Rice 11 36.7 190 1

71 Marshmallow Pebbles 27 Rice 10 37.0 180 0.5

72 Pebbles Boulders 27

Whole Grain Corn

Flour 8 29.6 75 0

73 Waffl e Crisp 30 Sugar 12 40.0 115 0

Quaker Oats

Capn Crunch

74 Capn Crunch Original 27 Corn Flour 12 44.4 200 1

75 Capn Crunchs Chocolatey Crunch 27 Corn Flour 11 40.7 125 0.5

76 Capn Crunchs Crunch Berries 26 Corn Flour 11 42.3 190 1

77 Capn Crunchs OOPS! All Berries 32 Corn Flour 15 46.9 210 0.5

78 Capn Crunchs Peanut Buer Crunch 27 Corn Flour 9 33.3 200 1

79 Crunchy Corn Bran 27 Corn Flour 6 22.2 240 0.5

80 King Vitamin 31 Corn Flour 6 19.4 260 0.5

Life

81 Life Original 32 Whole Grain Oat Flour 6 18.8 160 0

82 Life Cinnamon 32 Whole Grain Oat Flour 8 25.0 150 0

83 Life Maple & Brown Sugar 32 Whole Grain Oat Flour 8 25.0 150 0

84 Oh!s 27 Corn Flour 12 44.4 170 1.5


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www.ewg.org

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Table footnotes

* Interagency Working Group on Food Marketed to Children (IWG 2011), proposed limits for sugar, sodium (interim guideline), saturated and trans fat, and whole

grains.

** Industry guidelines: Beer Business Bureaus Childrens Food and Beverage Adversing Iniave (CFBAI 2011a).

1 Under proposed voluntary federal guidelines (IWG 2011), cereals should contain at least 50 percent whole grains by weight. Industry guidelines (CFBAI 2011a)

recommend at least 50 percent whole grains by weight or 10 percent Daily Value or more of any essenal nutrient, such as calcium, fiber, potassium, iron, vitamin D,

vitamin A, or vitamin C.

2 Proposed voluntary federal guidelines (IWG 2011) allow up to 13 grams of sugar per 50 grams for light cereals and per 55 grams for dense cereals. Industry guideline

(CFBAI 2011a) allow up to 10 and 12 grams of sugar per labeled serving size, in light and dense cereals, respecvely.

3 Interim federal guideline for sodium, effecve in 2016, (IWG 2011) allows up to 210 milligrams per labeled serving size. Final guidelines, scheduled to take effect in

2021, allow up to 140 milligrams per 50 grams for light cereals and per 55 grams for dense cereals. Industry guidelines (CFBAI 2011a) allow up to 290 and 360 mil-

ligrams of sodium per labeled serving size, in light and dense cereals, respecvely.

4 Federal guideline for saturated fat (IWG 2011) allows no more than 1 gram per 50 for light cereals and per 55 grams for dense cereals. Industry guidelines (CFBAI

2011a) allow either 1.5 and 2 grams per labeled serving size, in light and dense cereals, respecvely.

5 Proposed federal guidelines (IWG 2011) propose limits for trans-fat content, but none of the cereals assessed by EWG contain trans-fat.


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SUGAR IN CHILDRENS CEREALS

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2011 ewg cereals report

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