Are cereals as healthy as they say?

As part of a European Union clampdown breakfast cereal manufacturers will be forced to ditch health claims used to promote their products unless they can be scientifically proven, according to reports.

Many cereal brands claim to improve health with ingredients such as vitamins and oat bran, but hide the fact that they also contain high levels of sugar, fat and salt.

Big names including Kellogg's, Sugar Puffs and Weetabix's Weeto's could be affected by the move.

The crackdown includes the European Food Safety Authority conducting a review of 4,000 health claims made by producers, as well as The European Commission developing a campaign to prevent manufacturers promoting products to be "healthy".

According to Mintel, the UK cereals market is valued at £1.3 billion per year.

Words: Maria Bracken

« Back to previous page