General Mills just said they’ll be adding less sugar to it’s kids cereals, and I’m trying to feel excited. Isn’t that like, I dunno, UPS saying they won’t be driving as fast when they take shortcuts through the schoolyard? Should they really be doing it in the first place?
I figured I’d better break it to the kids gently. The Trix rabbit, “C00-C00” Cocoa Puffs and Lucky the Charms leprechaun are plotting to secretly wean them from some of their breakfast sugar.
Not all at once. Not too much, or too fast, I explained.
The plan is to lower the sugar in small steps, and hope kids won’t notice and switch cereals. It’s a fear that grips the industry: if kids don’t get their fix from one dealer, they’ll find another. Jeff Harmening, president of General Mills’ Big G cereal division, summed in up: “…if you change the taste dramatically or suddenly, they’ll walk away from the brand,” he said.
After working for decades to supply America’s kids with all the sugar they want, it’s a hard change for the industry. But apparently, loading children with the sweets they crave may in fact be bad for them. Recent studies from the 1970’s, 80’s, 90’s and the entire latest decade suggest the explosion in childhood obesity, diabetes and other health issues may have something to do with all that sweetener in the diet.
Given sugar is now the single largest additive to processed foods, and breakfast cereals are the number four most often purchased food in America, some have begun to think there might be some connection.
Clearly, not all parents are going to be concerned. Those who may be upset with the cereal sugar cutbacks can add back about a quarter teaspoon of sugar per serving, the amount the company is taking out. That will keep the sugar level up at it’s current total of two and a half teaspoons a bowl.
To its credit, General Mills’ goal is to reduce the single serving of sugar to less than 10 grams in cereals targeted to children. But studies and new national dietary guidelines for children say they shouldn’t be eating more than 48 grams of sugar per day. Which means just one bowl of cereal and one can of soda (39 grams of sugar) would more than do it for the whole day.
Adult cereals won’t be affected. Unlike those made for kids, ours typically only have 1 to 3 grams of added sugar in the first place.
But, my kids weren’t listening. They were polishing off the slices of fresh dense bread I’d turned out of the breadmaker that morning. With one-third the sugar, and twice the protein, as the cereals.
Trix Rabbit my eye.
For my take on why Dads should own bread machines, see my post, Winner By a Nose.