23 November 2006
ACFM Response to Which?
Marketing Report
Commenting on the Which? ‘Food Fables'
Report, a spokesperson from the Breakfast Cereal Information
Service (BCIS) said:
We are surprised and disappointed to see that Which? have
included breakfast cereals in a report on ‘junk food'. This
is particularly of concern as the health benefits of breakfast
cereals are well documented and a report like this only
further confuses consumers on the health messages that both
the government and healthy eating campaigners have long
fought to put across.
Through clear labelling on pack, educational
materials and responsible advertising and marketing, Members
of the Association of Cereal Food Manufacturers (ACFM) continue
to provide important news on nutrition and the role of breakfast
cereals in a balanced diet, which is key to ensuring that
healthier food choices are made for the entire family.
Breakfast
cereals only make a small contribution to the intake of
salt and sugar (less than 10%) but make a very important
contribution (25-30%) to the intakes of several vitamins
and iron in the diet. They are also a vital source of dietary
fibre, and importantly, are a good source of calcium as
it provides one of the few meal occasions for people, particularly
children, to consume milk.
With research
still showing that 1 in 6 children are going to school on
an empty stomach, breakfast cereals remain a quick, convenient
and healthy meal to start the day. This important message
should not be lost among the sensationalist headlines.
-Ends-
For further information contact the BCIS Team on:
Tel: 020 7815 3900
Email: info@breakfastcereal.org
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