Cereal: Myths vs. facts

This week you've read on Senior K about the important nutrition and health benefits that cereal provides: it is a typically low-fat, nutrient-dense food, it can help protect against chronic diseases like heart disease, obesity and diabetes, and it delivers the important benefits of grain.

Even though cereal is a nutritional powerhouse, it's often misunderstood. In order to distinguish fact from fiction, we've outlined some of the misconceptions about cereal below. You may hear or read some activist organizations and academics try to dispute these facts. When that happens, we defend and protect our reputation, but you should know the facts too. Read on and test your cereal knowledge.

Fact or fiction: Cereal is a heavily processed food.

Fiction: The process is really quite simple:

• Rice Krispies are simply puffed rice grains
• Kellogg's Corn Flakes are flattened grits of corn
• Frosted Mini-Wheats are shredded wheat berries
• Fruit Loops and Apple Jacks begin with a simple, grain-based dough

Fact or fiction: Whole grains are good sources of fiber.

Fiction: Not all whole-grain foods are a good source of fiber. In fact, the fiber content of whole-grain foods varies greatly and some whole-grain foods contain very little fiber. There is consistent, strong evidence for the role of fiber-containing foods in helping to address a number of health issues (weight management, diabetes, heart disease and cancer). Yet, the majority of adults and children do not get enough fiber in their diet. Recent Kellogg Company research of U.S. consumers demonstrates that the promotion of whole-grain ingredients in products that have little fiber may have unintended consequences, including exacerbating the fiber deficit and encouraging overconsumption of foods perceived to be a good source of fiber.

Fact or fiction: Cereal is high in sugar.

Fiction: Sugar in ready-to-eat cereals – including presweetened cereals – contributes less than five percent of kids' daily sugar intake, yet it adds taste, texture and enjoyment, encouraging the consumption of important nutrients. In fact, ready-to-eat cereal and milk is the leading source of 10 nutrients in the diets of U.S. children; it is unlikely that any other two foods contribute as much to the diet. Other common breakfast foods, including fruit yogurt and toast with jam, have more sugar than presweetened cereals.

Fact or fiction: Sugary cereals are a cause of childhood obesity.

Fiction: No single food causes obesity. Obesity is the result of an imbalance of "calories in" versus "calories out." Most cereals, including sweetened cereals, have 100 to 130 calories per serving, which is less than a medium plain bagel and one tablespoon of low-fat cream cheese (322 calories) or a meal of two eggs, one slice of wheat toast and two slices of bacon (363 calories). For context, a bowl of Froot Loops with a ½ cup skim milk contains 150 calories, just nine percent of the recommended daily intake of 1,650 calories for kids age 6-11.
Moreover, for the past 30 years, kids in the U.S. have generally eaten the same number of calories, yet their obesity rates have risen dramatically (see chart). It's important we also encourage "calories out" or expending calories through exercise daily. That's why Kellogg supports programs that encourage healthy eating and physical activity such as our "Snacktivate" program that helps parents find ways to turn snack time into an opportunity for good nutrition.

Fact or fiction: Cereal is high in sodium.

Fiction: In the U.S., sodium from ready-to-eat cereal contributes about two percent of the sodium in the diet. The average bowl of Kellogg's cereal contains less than half the sodium of many popular breakfast items - including egg bagels, toast, croissants and English muffin sandwiches - and other food categories. What's more, we are continually seeking ways to improve the nutrition credentials of our products without sacrificing taste or quality – including lowering the sodium content. Kellogg has been silently lowering sodium in our recipes for more than 10 years in products including All-Bran, Kellogg's Corn Flakes, Rice Krispies, Special K and others.

Fact or fiction: Food companies are irresponsible marketers.

Fiction: Kellogg is committed to responsible marketing. We are a member and active participant in expanding advertising self-regulatory pledges around the world. Products marketed to kids under 12 must meet our strict Global Nutrient Criteria, based on a broad review of scientific reports, and we decreased advertising to kids under 12 in the U.S. by 50 percent from 2006 to 2009.