WK Kellogg and its popular Froot Loops cereal brand has been scrutinized due to recent claims by Robert F. Kennedy Jr. – the soon-to-be secretary of the Department of Health and Human Services – that this “fruity” favorite has been using quite a few artificial dyes. With this claim have come various comparisons of US dye usage to that of Canada, and while his arguments have been found to be fraught with a lack of facts and full of incorrect statistics,1 there is one thing that is clear: Froot Loops and various other sugary cereals are making their way into children’s cereal bowls across the world at the detriment of their health.
Sugar in the American Diet
Unfortunately, consumption of processed and ultra-processed food has become a way of life in the US, despite the availability of fruits and vegetables for most – natural sources of vitamins and minerals – as well as education that continues to come forward about the importance of healthy dietary choices.
Research has shown that diets high in added sugar can play a role in the development of obesity,2 which is one of the major drivers of preventable diseases and health care costs. In fact, current estimates for these costs range from $147 to $210 billion per year.3
In terms of cereal specifically, it is the 7th biggest contributor to added sugar among adults in the US, even amidst sweetened beverages, baked goods, and candy.4 What’s worse, many of today’s cereals list sugar as the second or third ingredient.5
Clever and Dangerous Marketing
Did you know that around $2 billion is spent each year in food marketing to children?6 And that 73% of the foods advertised on TV directed at children are for convenience/fast foods and sweets?7 Clearly there is a serious issue with the level of comfort food companies have in delivering these messages to children, appealing to their interest in cartoons and colorful figures. What’s worse, parents – despite their best efforts and care for their children – are not as aware of these ploys to influence food purchasing decisions. In the case of Froot Loops, the friendly Toucan Sam, with his colorful beak, is a disarming and fun character that children enjoy watching, fostering the desire to enjoy the cereal.
Luckily, Europe has been making significant strides in the issue of marketing, now working to remove all cartoon characters from marketing and food packaging to ensure children and their parents are more focused on healthy food choices vs. being sucked in by the novelty of characters.8 Hopefully, the U.S. will follow suit.
Closing the (Froot) Loop
In the face of sugary cereals, there are quite a few other options that consumers can look to in place of their daily bowl of sugary cereal. Plant-based foods, such as fruits, vegetables, and whole grains are leading the way. Plenty of recipes are centered around plant-based foods, recipes that even picky eaters can enjoy. Eggs are an excellent source of protein, as well as plain, non-fat Greek yogurt. Oatmeal – not pre-packed – with fruit is a delicious and filling option.
So, when Toucan Sam encourages you to “Follow Your Nose”, scratch that. Instead, trust your gut and reach for healthy choices, which are essential for adults and children alike.
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References
- RFK Jr. claims Canadian Froot Loops have 3 ingredients. They have 17. The Washington Post website. https://www.washingtonpost.com/food/2024/11/12/rfk-froot-fruit-loop-canada/ November 12, 2024.
- The Dose Makes the Poison: Sugar and Obesity in the United States – a Review. National Library of Medicine website. https://pmc.ncbi.nlm.nih.gov/articles/PMC6959843/ January 14, 2020.
- The Dose Makes the Poison: Sugar and Obesity in the United States – a Review. National Library of Medicine website. https://pmc.ncbi.nlm.nih.gov/articles/PMC6959843/ January 14, 2020.
- Sources of Added Sugars Intake Among the U.S. Population: Analysis by Selected Sociodemographic Factors Using the National Health and Nutrition Examination Survey 2011–18. Frontiers in Nutrition website. https://www.frontiersin.org/journals/nutrition/articles/10.3389/fnut.2021.687643/full June 16, 2021.
- Breakfast Cereals: Healthy or Unhealthy? Healthline website. https://www.healthline.com/nutrition/are-breakfast-cereals-healthy#sugar-carbs January 31, 2023.
- Federal Trade Commission. A Review of Food Marketing Children and Adolescents: Follow-Up Report. Washington, DC: Federal Trade Commission, 2012.
- Kunkel D. et al. The Impact of Industry Self-Regulation on the Nutritional Quality of Foods Advertised to Children on Television. Oakland, CA: Children Now, 2009.
- A New Trend in Marketing Kids’ Cereals. Supermarket News website. https://www.supermarketnews.com/health-wellness/a-new-trend-in-marketing-kids-cereals March 9, 2020.
