Cereals contain large amounts of sugar

Some 31 cereals out of the 100 looked at contained more than four teaspoons of sugar per recommended serving and only one of the 28 cereals specifically marketed to children was found not to be high in sugar. Morrisons choco crackles topped the sweet mountain with more sugar per serving than a Cadbury's chocolate flake, followed closely by Kellogg's coco pops moons and stars, frosties and ricicles which were over a third (37%) pure sugar. Many brands thought of as healthy, such as Kellogg's all bran, bran flakes and special k did little to bowl over Which? researchers. Starting the day with special k, for example, would be almost the sugar equivalent to waking up to a bowl of Tesco's dark chocolate fudge cake ice cream. The report, Going Against the Grain, published today, analysed 100 leading UK cereals. Although sugar levels remained high, positive changes could be seen with reductions in salt content. Despite this, 100g of Tesco special flakes was still found to contain the same amount of salt as 100g of Walkers ready salted crisps. Sue Davies, chief policy adviser, Which? said: "Breakfast is important, and some cereals deserve their healthy image, but most simply don't. It's especially shocking that almost all those targeted at children are less healthy. With such little choice, it's a daily struggle for consumers. "Cereal manufacturers need to wake up to the fact that people want to eat healthily and provide them with the means to do so by reducing sugar and salt levels and making labelling clearer. With over a billion pounds spent on cereals every year, it's time they rose to the occasion."