Cereal makers that reduce the amount of sugar in kids’ cereals tend to ratchet up the salt content to improve flavor, says a report expected to be released Tuesday by Consumers International.
Cereal makers have been under pressure from consumer groups to reduce the sugar content of their kids’ cereals, and Consumers International, in its report, “Cereal Offenses,” says “manufacturers are likely to add salt to boost the flavor of the product, and may use salt to maintain customer appeal when sugar levels are reduced.”
The London-based organization, an umbrella group representing 220 consumer groups globally, focused on products made by two of the world’s largest makers of cereal for children, Nestlé SA of Vevey, Switzerland, and Kellogg Co., Battle Creek, Mich. The group defined children’s cereals as those that feature cartoon characters on the packaging, are endorsed by celebrities popular with kids and are advertised on kids’ television programming.