Salt Reduction in Breakfast Cereals Over 10 Years, But Sugar Content Still High

10 Feb 2017 --- According to a new study by Action on Sugar and Consensus Action on Salt and Health (CASH) at Queen Mary University of London, the salt content in breakfast cereals has decreased over the last decade, whereas the sugar content has increased.

The salt content of popular breakfast cereals sold in the UK since 2004 has decreased by approximately 50% over the past 10 years owing to the successful salt reduction program – particularly the target-based approach to gradually reduce salt added to food.

The Department of Health’s average salt target for breakfast cereals is <0·59 g/100 g and 53% (143/270) of products surveyed in 2015 met this target. 

However, the study highlights that despite the positive reduction, cereals still remain a major contributor to salt intake, and researchers stress that it is “vital that the government revive the national salt reduction program to ensure that reductions are still made and maximum numbers of people are saved from unnecessary strokes and heart disease.”

In contrast, sugar content in the same breakfast cereals has been steadily high since 199. Many organizations have made calls for food manufacturers to adapt the successful salt reduction program by setting sugar targets for different categories of food and drink with immediate effect. 

This research demonstrates that the sugar content of breakfast cereals in the UK is of major concern, particularly in children’s breakfast cereals, with a typical serving (30g) containing a third of a 4–6-year-old’s maximum daily recommendation (19 g/d or 5 teaspoons of sugar) for sugar intake in the UK. 

Joint first author Kawther Hashem, Registered Nutritionist for Action on Sugar at Queen Mary University of London, says, “Breakfast cereals can be a healthy choice, as they contain fiber and are fortified with vitamins.”

“However our study shows that the sugars content in breakfast cereals has been steadily high since 1992, despite the ever-increasing evidence linking sugars with dental caries, obesity and type 2 diabetes.”

“There has been no national sugar reduction program, as there has been for salt, which is imperative if we want to see real and measurable improvements”

“The variation in sugar content between similar products clearly demonstrates there is no technical reason whatsoever why cereals contain such high levels of sugar. 

Public Health England is due to announce a major national sugar reduction program, as part of the Government’s Childhood Obesity Plan, [3] in March 2017. 

Graham MacGregor, Professor of Cardiovascular Medicine at Queen Mary University of London and Chairman of Consensus Action on Salt and Health says, “Manufacturers should be congratulated for making significant reductions to the salt levels, thanks to a structured salt reduction program.”

“However further reductions are needed as cereals remain far too high in salt, and are still a major contributor to salt intake.”

“Reducing salt is the most cost effective measure to lower blood pressure and reduce the number of people suffering from strokes and heart disease – one of the commonest causes of death in the UK.”

The Obesity Health alliance, a coalition of over 35 leading health charities, campaign groups and Royal Medical Colleges, commented, “This report shows just how much of an impact structured reduction programs can have.”

“Eating too much sugar is a key driver of obesity, and we need strong action to protect our children from future ill health.”

“This is why it’s so important that the food and drinks industry now work with Public Health England to reduce the amount of sugar and calories in everyday foods; especially the ones commonly eaten by children.” 

A spokesperson for Kellogg's added, “We are committed to providing people with more of what they want and need in our food, like grains and ingredients they recognize, and less of what they don't, like salt and sugar.”

“We have tackled salt, reducing it in our cereals by 57% over the last two decades. Thanks to our ongoing sugar reduction work, by the end of 2017 we will have removed 2000 tons of sugar from the nation’s diet too.”

“Our long-term sugar reduction efforts have already seen sugar come down in some of our biggest brands like Special K and Bran Flakes and more recently we have reduced sugar in our biggest selling children’s cereal Coco Pops by 14%.”

“We will continue to reduce sugar while providing people with great tasting food they love.”