Potato Chip Cereal

I’m sorry, honey, I’m not buying you salty cereal.

That’s what you ought to be hearing in the supermarket: Citing a new report from Consumers International, the Wall Street Journal writes that “[c]ereal makers that reduce the amount of sugar in kids’ cereals tend to ratchet up the salt content to improve flavor.” The report’s largely about the biggest cereal makers, Nestlé and Kellogg, which last year agreed to reduce sugar in their cereals after they were threatened with lawsuits. That may be why the Consumers International report found that, for example, Kellogg’s Frosties Reduced Sugar cereal contains “more salt than is normally found in potato chips.”

Nestlé’s spokesman defended the company by saying, “I have three children. They eat Cini Minis, but they don’t eat them every meal.” As The
Big Money caustically notes
, this isn’t even a decent PR defense for sugar cereal: “So that’s today’s lesson for parents: as long as your kids aren’t eating sugar-laden cereals for lunch, dinner and afternoon tea, you’re OK.”

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