Today, proposals to ban cartoon characters from cereal and yoghurt packaging were rejected. Influential experts are advocating for plain packaging on sugary cereals and yoghurts, arguing that these products, which can contain up to four teaspoons of sugar, are designed to attract children through the use of characters, animations, and bright colors. Some companies go as far as using popular superheroes and Disney characters to lure children. However, Health Minister Will Quince dismissed Action on Sugar’s proposal as a “nanny-state intervention,” stating that plain packaging would be going too far.
A recent audit by MailOnline examined over 200 cereals sold in supermarkets and discovered that Kellogg’s Frosties Cereal and Crunchy Nut contained more sugar than half a packet of “choc chip” Maryland cookies. Quince, who was interviewed on Times Radio, acknowledged that while he allows his children to consume these cereals, he believes they should be enjoyed in moderation and not as a daily product. He emphasized the importance of educating parents about what is in these products and ensuring that they are seen as treats rather than daily consumption items. Quince believes that it should ultimately be the responsibility of parents to make informed decisions about their children’s diets.
Action on Sugar, based at Queen Mary University of London, conducted research comparing cereals and yogurts from different companies in the UK. Their findings revealed that 47% of cereals and 65% of yogurts contained a third of the recommended daily maximum sugar intake for four to six-year-olds, excluding the milk. Health officials recommend that children in this age group consume no more than 19g of added sugar per day. Lidl’s Choco Hazelnut Pillows cereal was found to contain 28.5g of sugars per 100g, which is equivalent to 8.6g of sugar or 2 teaspoons per serving.
To promote a balanced diet, the NHS recommends that meals be based on starchy carbohydrates, such as potatoes, bread, rice, or pasta, ideally wholegrain. They also suggest consuming at least 5 portions of different fruits and vegetables daily, as well as aiming for 30 grams of fiber per day. In addition, a balanced diet should include some dairy or dairy alternatives, proteins from sources such as beans, pulses, fish, eggs, and meat, and unsaturated oils and spreads. Adequate hydration is also important, with adults being advised to drink 6-8 cups/glasses of water daily. It is recommended that adults limit their salt intake to less than 6g and their saturated fat intake to 20g for women or 30g for men per day.
MailOnline’s audit of over 200 cereals found that Malt O Meal Marshmallow Mateys contained 41g of sugar per 100g, which is more than two Lotus Biscoff Krispy Kreme doughnuts. Kellogg’s Frosties Cereal and Crunchy Nut were also found to have high sugar content compared to other popular snacks. Action on Sugar wants companies to remove cartoon characters, animations, and vibrant colors from products that are high or medium in sugar, salt, or saturated fat. However, critics of these proposals argue that similar attempts in other countries have been unsuccessful.
Kellogg’s responded to the concerns by stating that they offer a range of cereals to meet various needs, including indulgent options and lower-sugar options. They claim to have reduced sugar by 18% and salt by 23% across their cereals since 2011. Sainsbury’s also defended their product choices, stating that they offer a range of branded and own-brand breakfast cereals to provide customers with choice. The cereal flagged in the audit was identified as an imported branded item found in the American section of some stores.
In conclusion, the debate over cartoon characters on cereal and yoghurt packaging continues, with advocates for plain packaging arguing that it would help combat childhood obesity, while critics believe it is unnecessary government intervention. The focus remains on educating parents about the sugar content of these products and empowering them to make healthy choices for their children.
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