SOME IRISH children's breakfast cereals contain more fat and/or sugar than the same product sold in other countries, a survey has found.
All the children's cereals tested contained "unacceptably" high levels of sugar, with an average of 33 per cent, according to the results of international research published in Consumer Choice magazine.
Irish children eating cereals are also more likely to be subjected to health claims than children elsewhere. For example, an Irish box of Kellogg's Frosties claims the cereal has the goodness of grains, but in six other countries no claim is made.
The survey found Kellogg's Coco Pops Coco Rocks contained almost 9 per cent fat in Ireland, but only 1.3 per cent fat when sold in Australia and New Zealand. Rice Krispies were found to contain 13 per cent here, but only 10 per cent sugar in most of the other 13 countries surveyed. Fat levels in this product were 1-1.3 per cent in Ireland, but only 0.7 per cent in the US, Australia and New Zealand.
The Consumers' Association of Ireland (CAI), which publishes Consumer Choice, says the results show manufacturers can produce healthier cereals with lower amounts of sugar, salt and fat.
Kellogg's Ireland described the survey as alarmist. A spokesperson said it was based on an average portion size of 100 grams, when the average child would eat no more than 30-40 grams per serving. Breakfast cereals contributed only 13-15 per cent of the average child's daily sugar requirement while providing a significant portion of the vitamins and nutrients they need.
Asked why sugar and and salt levels in some products were higher in Ireland, the spokesperson said brand formulation varied from continent to continent for a variety of reasons.
The research does not explain why the formulation of cereal products varies, but it is thought to be due to perceived differences in national tastes, suggesting the Irish may be seen as having a sweeter tooth.
The research, carried out by 31 consumer organisations around the world, says cartoons, bright colours, prize tokens and other marketing strategies are widely used to "entice" children to eat high-sugar cereals.
Among the products surveyed, Frosties contained the highest level of sugar, at 40 per cent, while Nestle Golden Nuggets had 38.7 per cent.
Rice Krispies had the lowest level of sugar, but borderline high levels of sodium. All the products had low or acceptable levels of fat. While all the products gave information on guideline daily amounts, for most products the figure given was for an adult.
