Cereal Offences - Consumers International
Cereal Offences - Consumers International
Cereal Offences - Consumers International
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Contents<br />
Executive summary__________________________________________________7<br />
Call for action ______________________________________________________9<br />
Introduction ______________________________________________________10<br />
Research methods__________________________________________________11<br />
Evidence for action ________________________________________________12<br />
Key findings from this research ____________________________________12<br />
The nutritional quality of breakfast cereals marketed to children __12<br />
Sugar in cereals marketed to children ____________________________13<br />
Salt in cereals marketed to children ______________________________15<br />
Fat in cereals marketed to children ______________________________16<br />
Country differences ____________________________________________17<br />
Marketing tactics __________________________________________________18<br />
Labelling and packaging __________________________________________18<br />
On-pack promotion of cereals sold to children ____________________18<br />
Examples of methods used to reassure parents and carers __________22<br />
Off-pack promotion ____________________________________________24<br />
Television advertising __________________________________________25<br />
Websites ______________________________________________________26<br />
Information to guide healthy purchases __________________________28<br />
Front-of-pack signalling ________________________________________29<br />
What the companies say ____________________________________________31<br />
Conclusions and recommendations __________________________________34<br />
Endnotes __________________________________________________________37<br />
Note: Products described in this report were examined in or around April<br />
2008. The formulations, packaging and promotional marketing may have<br />
changed and the results reported here may not be applicable to products<br />
available subsequently.
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