Providing easily accessible information on
breakfast cereals and the breakfast cereal industy

Industy Responses

Sugar

January 2011

ACFM Statement on Sugar

A wide range of breakfast cereals are available of varying sugar content. On average cereals contribute less than 10% of the average adult daily intake of sugars and less than 5% of the average daily sugar intake in children (1). To put this into perspective, a typical 30g bowl of sugar-coated breakfast cereal would contain the equivalent of two teaspoons of sugar, equal to only 44kcals of energy.

Breakfast cereals that are rich in dried fruit may also appear to be high in sugar on the nutritional information, however this is mostly naturally occurring sugar. Sugar is a form of carbohydrate, which is an important source of energy and is a major contributor to the taste and enjoyment of eating of cereal. Importantly, sugar contained in cereals may help encourage consumption, particularly with children, providing them with vital nutrients essential to a balanced diet.

• They generally provide a good source of starch
• They are typically low in fat
• They contain a number of essential vitamins and minerals
• They make an important contribution to the nutritional needs of both children and adults
• Evidence shows that children and adults who regularly eat breakfast cereals are more likely to have healthier diets overall (2)

ACFM members support the popular view that the main contributor of obesity is the imbalance between calories in and calories out (3) and in fact, research shows that children who eat breakfast cereal are less likely to be overweight than their counterparts who skip breakfast (4). Our members are continually working to understand customer tastes and develop breakfast cereals that meet consumer needs and preferences

For further information contact us at: info@breakfastcereal.org