Misleading claims on sugar-rich cereals
The BDA has called for sweeping changes to food marketing and product formulation, as new research by Cardiff University reveals the extent of misleading claims on sugar-rich cereals aimed at children. Analysis of packaging for the 13 top selling cereals, published in the British Dental Journal, has revealed: At the manufacturer's suggested portion sizes, 8 out of 13 top cereals provide over half the Public Health England recommended daily sugar intake for 4-6 year olds. Imagery used on packets depicts servings three times the size of manufacturers recommended portion sizes. Children eating these volumes would exceed their daily sugar allowance by 12.5% on a single bowl alone. The majority of products featured potentially misleading nutritional claims, designed to offer a 'halo effect' leaving consumers to consider them healthier than warranted, or ignore other warnings. 11 out of 13 products made claims regarding one or more vitamins, while 8 out of 13 were considered extremely high in sugar. Emotive language, such as 'yummy', 'magical' or 'meet new friends' dominated products aimed at children, with reassuring language on 'quality' and supposed nutritional value designed to appeal to parents.
