Taking Sugar Out of Breakfast


While most of us may balk at a sugary bowl of cereal for breakfast, I’ll bet almost all of us can remember a time when slurping down that sweet milk to finish off the bowl was like enjoying the big finale. It was so good, but really, it was so bad. And finally, the cereal giant, Kellogg’s, is catching on to that truth.

With an ever-changing market of individuals looking to get something good out of their breakfast, Kellogg’s has made the decision to significantly reduce sugar in two of their most popular cereals.

Both Rice Krispies and Coco Pops are getting the overhaul. Starting this January, Coco Pops will have 40% less sugar, and Rice Krispies will have 20% less. This is a step in the right direction but still leaves children (and adults) consuming a bowl full of carbs to fuel their days.

If nothing else, this change made by the cereal tycoon, Kellogg’s, does demonstrate a significant shift in the way the public is looking at sugar in their diets. The hope is that this move is the start of a marketwide transformation that will serve to address the dangerously high rates of diabetes, obesity, and other health-related dangers caused by diets high in sugars.

The nostalgic populace may find their beloved brand of cereal not as endearing when they hear what Sunday Times in the UK reported just earlier this year. In a discrete effort to keep their sales from taking a hit, Kellogg’s funded a report that attacked government recommendations to cut sugar intake. Furthermore, more money was spent to support the idea that eating cereals helps children maintain a healthy weight.

Incidentally, the World Health Organization (WHO) suggests instead that we get less than 10% of our energy each day from sugars. A single typical bowl (not the bitty serving size) of either of the above-mentioned cereals would get you pretty close to your daily recommended allotment if we were following WHO’s guidelines.

Looking ahead we can only hope that consumers catch on and push food producers to keep the ball rolling on reducing sugar across the board. In time, we may even find our country going back to enjoying healthy breakfasts once again. Eggs and bacon, anyone?

By Francesca Dote