Cereal manufacturers are hitting back at claims that their cereal packaging misleads children into eating more than the recommended portion size.
According to the British Dental Journal, the imagery used on children’s cereal packs such as coco pops and Frosties depict bowls of cereal up to three times the size of recommended portion sizes. The report went on to state that if a child was to imitate the image, they would be consuming more than 100 percent of the recommended daily limit of sugar in one bowl.
Major cereal manufacturers have hit back that these claims with Kellogg's stating that they comply with standard portion sizing regulations. “We try really hard to ensure the health benefits of our cereals are clear for everyone and also comply with the law. Which is why we have rigorous processes in place to ensure that the images of cereal on our packs are true to European standardised portion sizes,” said a spokesperson from Kellogg’s.
The Association of Cereal Food Manufacturers said that, while images on packs of cereal may vary from brand to brand, breakfast cereal producers are legally required to be accurate when using their packaging to show consumers what the product inside looks like or is made from.
Europe's standardised portion sizes were created by cereal companies using independent analysis which are regularly reviewed to ensure that they are realistic and reasonable.