Kids start the day with big sugar-kick; breakfast cereals highlighted

By David Burrows

- Last updated on GMT

UK children are consuming 3x recommended sugar levels. ©iStock
UK children are consuming 3x recommended sugar levels. ©iStock

Related tags Sugar Breakfast cereals Nutrition

Children in England consume almost three cubes of sugar at breakfast, according to new research that puts cereal brands in the spotlight once again.

The survey, conducted by Public Health England (PHE), found that children have 11g of sugar (almost three cubes’ worth) before leaving for school – more than half the recommended intake for the entire day.

PHE pointed the finger at sugary cereals, drinks and spreads. When analysing a number of breakfasts from families across England, we were concerned to see the high amount of free sugars and low amount of fibre in many of these,”​ said Sara Stanner, science director at the British Nutrition Foundation (BNF).

A poll of 200 parents also showed that 81% felt manufacturers needed to do more to reduce sugar in their products. However, parents also appear confused: 84% of those whose children were consuming 11g or more sugar at breakfast time considered the meals to be healthy.

PHE, as part of its Change4Life campaign, has therefore developed the Food Smart app to highlight the sugar, saturated fat and salt content in everyday food and drink. The technology will allow consumers to scan barcodes and compare over 100,000 products using the country’s ‘traffic light’ nutritional guidelines.

FoodSmart
A Food Smart app has been launched.

The app is part of a reported £6.3m (€7.43m) campaign that will use the app, outdoor adverts, social media and events to encourage healthy eating at breakfast time.

Recent reports show more than one in five children start primary school overweight or obese, rising to more than a third by the time they leave. The recommended daily maximum is no more than five cubes of sugar for 4-6 year-olds and no more than six cubes for 7-10 year-olds per day. By the end of the day children have consumed more than three times these recommendations, PHE estimated.

Industry response

Manufacturers are unlikely to be happy with the generalisations or format in which the information is presented on the campaign’s website​. “A box of your favourite sugary cereal contains 56 cubes of sugar, 10 sachets of salt plus 7g of sat fat!”​ is one example.

The Food and Drink Federation, which represents the country’s manufacturers, argued that there ”has never been a bigger range of breakfast options on sale in the UK, with many providing the essential nutrients that the body needs, such as fibre, vitamins and iron. Sugars also occur naturally in some foods and drinks, for instance the fructose in fruit juice or dried fruits added to cereals​.”

A spokesperson said the FDF supports PHE’s new sugars reduction drive, which includes a target to cut sugar content by a fifth in nine categories (including breakfast cereals). The target is part of the UK government’s Childhood Obesity Plan, which has been heavily criticised since its launch in August 2016.

The plan includes a tax on sugary drinks, which is expected to come into force in April 2018. A sugar tax on foods is unlikely to follow anytime soon, but research published in June 2016​ showed that a 20% levy would result in demand for sugary cereals falling 48%.

An analysis published by Action on Sugar in January 2015​ showed that sugar content in ready-to-eat breakfast cereals had actually increased in recent years.

Related news

Show more

Related products

show more

Dairy proteins now available from Univar Solutions

Dairy proteins now available from Univar Solutions

Content provided by Univar Solutions | 20-Sep-2023 | White Paper

Foodology by Univar Solutions proudly partners with Leprino Nutrition as their North American distributor of nutritional ingredients and dairy products.

Clean Label Ingredients for Shelf-Life Extension

Clean Label Ingredients for Shelf-Life Extension

Content provided by Lesaffre | 19-Sep-2023 | White Paper

Product waste skyrockets without anti-staling agents and mold inhibitors. But consumers are scrutinizing labels more than ever before. How can you have...

Sustainability Claims Impact on Consumer Purchases

Sustainability Claims Impact on Consumer Purchases

Content provided by ADM | 07-Sep-2023 | Insight Guide

Discover what consumers say about sustainability claims versus what they do in the grocery aisle. Find out in this can’t-miss proprietary study from ADM:...

Cost-effective & efficient: Angel Prebake Solution

Cost-effective & efficient: Angel Prebake Solution

Content provided by Angel Yeast – Yeast and Baking Ingredients | 31-Jul-2023 | White Paper

After years of systematic research and practical application in the production process and essential ingredients for frozen dough, Angel's pre-bake...

Related suppliers

Follow us

Products

View more

Webinars