‘Healthy cereals are so sugary they would be better off in biscuit aisle’

High levels of sugar were found in 12 out of 14 cereals aimed at youngsters – while even breakfast products thought of as “healthy” were also found to be too sugary.

The worst offender was Kellogg’s Frosties, which was made up of 37 per cent sugar – followed by chocolate rice cereals manufactured by a wide range of supermarkets.

Which? said that some of the cereals contained so much sugar that they would be better in the chocolate biscuit aisle than that stocking breakfast cereals.

In comparison, the average chocolate digestive biscuit is made up of about 29 per cent sugar, while Jaffa Cakes are among the most sugary – at 52 per cent. The report also found inconsistent nutrition labelling, with different serving sizes between brands, a lack of traffic light labelling and inconsistent “per serving” information.

However, the investigation also found that many cereals had reduced their salt content in recent years.

“It is good news that the salt content of many cereals has been lowered,” said Which? executive director, Richard Lloyd. “But Which? research has shown that once again, many top-selling breakfast cereals are too high in sugar. Parents will be particularly surprised by the fact that the majority of children’s cereals contain so much sugar.

“More action is needed by retailers and manufacturers to provide a wider choice of healthier cereals. The government also needs to encourage manufacturers to take action over sugar levels and provide consistent nutrition labelling that includes traffic light colour coding so it is easy to see exactly what you are buying.”

But Kellogg’s, which makes Frosties and Coco Pops, said consumers should be allowed to make up their own mind as to what type of cereal they buy.

“People know Frosties contain sugar, that’s why they’re called Frosties,” said a spokeswoman.

“And if you want a lower sugar version of Coco Pops there is one – it’s called Rice Krispies.”

Nestlé Shredded Wheat was the healthiest cereal, with low levels of sugar, fat and salt.

Quaker Oat So Simple Original and Weetabix were the only other cereals low in sugar.

Katharine Jenner, nutritionist and campaign director of Consensus Action on Salt and Health (Cash), said: “It’s great to see manufacturers finally putting less salt in our breakfast cereals. This is a really positive and important step forward for salt reduction, and therefore our health, in the UK.

“However, it is important that these reductions continue beyond the salt targets, as there are still high salt products available, some of which are even aimed at children. This Which? report reminds us to look at the food labels when we’re shopping and to choose lower salt and sugar cereals.”

The investigation discovered that there had been significant cuts in the amount of salt included in some breakfast cereals, including Morrisons Honey Nut Cornflakes, Tesco Special Flakes and Kellogg’s Coco Pops.

Breakfast Cereal Information Service spokeswoman Dr Gill Jenkins said breakfast should include just5 per cent of the daily amount of sugar consumed by the average person and 2 per cent of the daily salt intake.

“All in all, breakfast cereals are great nutrition and a good way to start the day,” she said.

“Breakfast skipping has become all too common in this country with one in five adults consuming no solid food at breakfast time.”