Cereal FACTS: Evaluating the Nutrition Quality and Marketing of Children’s Cereals
A study conducted by the Rudd Center for Food Policy and Obesity at Yale University
In utilizing a variety of data sources and methods to provide the most comprehensive analysis possible of the ready-to-eat cereal market in the United States, the RUDD Center for Food Policy and Obesity examined marketing practices used to promote cereals from January 1, 2008 through May 31, 2009. They state, "We chose this time frame to assess nutrition and marketing practices following implementation of food industry pledges to improve product nutrition and advertising targeted to children in connection with the Children's Food and Beverage Advertising Initiative. All pledges were scheduled to be implemented during 2008 with full implementation by January 1, 2009."
Results from the study show:
Cereals can provide a convenient, economical and nutritious breakfast option for children, and all the cereal companies do have healthier products that could be marketed to children. Unfortunately, the large cereal companies have instead chosen to market only their least nutritious products directly to children. These cereals all meet industry-defined “better-for-you” standards, and therefore, cereal companies comply with their CFBAI pledges while continuing to market to children with virtually no restrictions. Much stronger action is needed to protect young people from the unhealthy influence of cereal and other forms of food marketing. (60)
A full report is available by clicking here.
