Kellogg’s cereals ‘could damage health of children’
Kellogg’s yesterday defended its product range as safe, adding that it has been fortifying its cereals since the 1930s, with huge support from nutritionists from around the world.
Kellogg’s had asked the Danish Veterinary and Food Administration (DVFA) if it could add iron, calcium, vitamin B6 and folic acid to 12 cereals and six cereal bars. These vitamins and minerals are added to the cereals available in Ireland.
The DVFA has turned down the proposal, saying that after an evaluation of the amount of vitamins and minerals already consumed by people in Denmark, the proposed new levels in the cereals would “have a high impact”.
“The amounts proposed could be harmful to general health or food safety,” a spokeswoman said. “If they put in less than they proposed, it might be otherwise.”
Denmark has long been an opponent of fortified products, but even with EU pressure to change its policy, the Danes are still holding firm. Kellogg’s said it would possibly challenge the decision through the courts.
“We are amazed that with the overwhelming scientific and nutrition evidence of the deficiency of minerals and vitamins in the diet, that the value of fortification is being brought into question by the Danish authorities,” a spokesman for the global cereal manufacturer said.
He said data in Europe pointed to the fact that people, particularly young children and women, were not consuming enough vitamins and minerals such as iron and calcium. And women of child-bearing age needed to boost their intake of folic acid to prevent the risk of certain birth defects.
“Children who do not eat breakfast cereals are at significant risk of low intakes of B vitamins, folic acid and iron compared to those who eat a bowl or more every day. Kellogg’s fortified cereals provide 25% of the daily recommended intake of vitamins per serving and 17% of the daily recommended intake of iron. Average breakfast cereal consumption amongst adults and children is four servings a week,” he added.
Earlier this year, the British Consumer Association found big brand cereals, including some of those made by Kellogg’s, contained too much sugar, salt and fat to be labelled healthy options.
As a result of concerns about sugar levels, Kellogg’s announced yesterday it is launching a new version of Frosties which will have one third less sugar than theregular packet.
A 30g serving of Frosties Reduced Sugar will have 7.5g of sugar, which is more than one heaped teaspoon (6g). A 30g bowl of standard Frosties contains 11.4g sugar.
“We recognise that in Ireland consumer tastes are changing all the time and that choice is all important. In the case of Frosties Reduced Sugar we have listened to our consumers and responded accordingly,” said Alyson Greenhalgh-Ball, manager of Kellogg’s Health and Wellbeing.
