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Table of Contents

Cover Story

Grades 4-6

Cereal's Hard Sell

New research shows that the least-healthy cereals have the most advertising aimed at kids. Sugary cereals may look magically delicious, but they are not the best way to start the day.

A new study from Yale University, in New Haven, Connecticut, shows that cereal makers want you as a customer. The researchers studied 115 cereal brands and their ingredients. Of the 115 brands, 19 were identified as "child brands" because they are marketed directly to kids through television and the Internet.

Cereal makers spend nearly $156 million each year just on TV advertising aimed at children. The makers also grab kids' attention with colorful packages, in-store displays and online games. The General Mills website averages 767,000 young visitors a month. Post gets about 265,000 visitors monthly.

The Yale researchers found that the most heavily advertised brands were also the least healthy. Cereals aimed at kids have 85% more sugar, 65% less fiber and 60% more sodium than cereals for adults. Many of the kid-targeted breakfast foods also contain artificial food dyes.

America's Growing Weight Problem

About a third of children in the United States are considered overweight or obese. Researchers believe that TV advertising plays a part in how much kids eat and the food choices they make.

Cereal makers say that they have responded to the nation's growing weight problem. They have reduced calories, fat and sugar. They have boosted fiber content and vitamins.

Kellogg's head David Mackay defends Froot Loops, which his company makes. He says the cereal is a good source of vitamins A and C. Froot Loops is also 41% sugar. "A pre-sweetened cereal as part of a regular diet for kids is not a bad thing," Mackay claims. But is it a good thing?

The Sweet Spot

Here are the 10 cereals most frequently targeted at kids, and each one's nutrition index. Scientists based the nutrition scores on ratios of sugar, fiber, sodium and other content. A score of over 62 is considered healthy.

SOURCE: RUDD CENTER FOR FOOD POLICY AND OBESITY

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