Cereal Offences - Consumers International

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Credits This report was written by Dr Tim Lobstein, with the assistance of Justin Macmullan, Tom McGrath and Johanna Witt at CI. Key reviewers of the report included Sue Davies from Which (UK), Luke Upchurch and Rosalchen Whitecross at CI. Thirty-two CI member organisations conducted research in their own countries, coordinated by the <strong>International</strong> Consumer Research and Testing (ICRT) organisation. Design and typesetting: Andrea Carter
Contents Executive summary__________________________________________________7 Call for action ______________________________________________________9 Introduction ______________________________________________________10 Research methods__________________________________________________11 Evidence for action ________________________________________________12 Key findings from this research ____________________________________12 The nutritional quality of breakfast cereals marketed to children __12 Sugar in cereals marketed to children ____________________________13 Salt in cereals marketed to children ______________________________15 Fat in cereals marketed to children ______________________________16 Country differences ____________________________________________17 Marketing tactics __________________________________________________18 Labelling and packaging __________________________________________18 On-pack promotion of cereals sold to children ____________________18 Examples of methods used to reassure parents and carers __________22 Off-pack promotion ____________________________________________24 Television advertising __________________________________________25 Websites ______________________________________________________26 Information to guide healthy purchases __________________________28 Front-of-pack signalling ________________________________________29 What the companies say ____________________________________________31 Conclusions and recommendations __________________________________34 Endnotes __________________________________________________________37 Note: Products described in this report were examined in or around April 2008. The formulations, packaging and promotional marketing may have changed and the results reported here may not be applicable to products available subsequently.
Page 2 and 3: About Consumers International (CI)
Page 7 and 8: Executive summary Breakfast cereals
Page 9 and 10: Call for action In March 2008, CI a
Page 11 and 12: Research methods Breakfast cereal p
Page 13 and 14: Table 2: The UK ‘traffic light’
Page 15 and 16: Salt in cereals marketed to childre
Page 17 and 18: Country differences The cereals exa
Page 19 and 20: Package cartoons repeated on TV adv
Page 21 and 22: Adventure movie tie-ins Sports equi
Page 23 and 24: No added colours, no added flavours
Page 25 and 26: Television advertising Surveys of c
Page 27 and 28: Prizes and memberships Prizes and m
Page 29 and 30: some cases the weight was based on
Page 31 and 32: What the companies say The internat
Page 33 and 34: These will be fully implemented in
Page 35 and 36: Finally these commitments only rela
Page 37: Endnotes 1 Some Nestlé products we
Page 40: Consumers International 24 Highbury

Cereal Offences - Consumers International

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