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Breakfast Cereals Up Front – Debating the Issue of Food Labelling Presented by Tom Sanders Professor of Nutrition & Dietetics Head of the Research Division of Nutritional Sciences, Kings College London Why is the scheme being introduced

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breakfast cereals up front debating the issue of food labelling

Breakfast Cereals Up Front –Debating the Issue of Food Labelling

Presented by

Tom Sanders

Professor of Nutrition & Dietetics

Head of the Research Division of Nutritional Sciences, Kings College London

BCIS Breakfast Briefing

why is the scheme being introduced
Why is the scheme being introduced
  • Government scheme to improve the overall balance of the national diet
  • Major targets are reductions in the intake of fat, saturated fatty acids, salt and sugar
  • High intakes of salt and saturated fatty acids are linked to the development of cardiovascular disease
  • High and frequent intakes of sugar contribute to dental caries

BCIS Breakfast Briefing

fsa consultation on front of pack labelling
FSA Consultation on Front of Pack Labelling

MTL

CGDA

BCIS Breakfast Briefing

what are the differences between the options being proposed multiple traffic lights
What are the differences between the options being proposed?Multiple Traffic Lights
  • Cut offs are based on the amounts of nutrients per 100g food
  • All foods use the same cut-offs

BCIS Breakfast Briefing

where the portion provides more than the amounts below then the food should be labelled high
Where the portion provides more than the amounts below then the food should be labelled high

Based on 30% guideline dietary amount

BCIS Breakfast Briefing

coloured guideline dietary amounts
Coloured Guideline Dietary Amounts
  • Based on the amounts a serving provides in relation to the Guideline Dietary Amount
  • GDA for sugar is provisional

BCIS Breakfast Briefing

proposed application
Proposed application

BCIS Breakfast Briefing

slide9

WHICH QUICHE IS HEALTHIER?

A

Quiche

B

Reduced fat quiche

BCIS Breakfast Briefing

slide10

WHICH CHEDDAR IS HEALTHIER?

A

Cheddar

B

Reduced fat cheddar

BCIS Breakfast Briefing

conclusions regarding the comparisons between mtl and cgda
Conclusions regarding the comparisons between MTL and CGDA
  • MTL unfairly mis-classify breakfast cereals with many being indicated as high in fat, salt and sugar
  • CGDA show breakfast cereals mainly in the low or medium category with none in the high category

BCIS Breakfast Briefing

what s wrong with mtl
What’s wrong with MTL
  • It does not take into account how much of a food is consumed (except where large amounts are consumed)
  • It does not take into account the varying amounts of water in food and so penalises dry foods such as cereals

BCIS Breakfast Briefing

slide15

The Times 28th February

BCIS Breakfast Briefing

what s missing
What’s missing
  • Energy content per portion
  • Recommended portion size

BCIS Breakfast Briefing

slide18

Average portion 31g

BCIS Breakfast Briefing

energy content of breakfast cereals
Energy content of breakfast cereals
  • A typical serving (30-45g) of breakfast cereal (excluding milk provides) about 190 kcal (range 160-230 kcal)
  • Breakfast cereals served with semi-skimmed milk are low energy meals that provide about a fifth of the micronutrient requirements of children

BCIS Breakfast Briefing

reductions in salt levels in breakfast cereals
Reductions in salt levels in breakfast cereals
  • Members of the Association of Cereal Food Manufacturers (ACFM) have achieved a 33% reduction in salt from 1998 to 2005.
  • On average contain less than 0.4g of sodium per 100g (1g salt/100g).
  • Portion sizes vary from ~30g to ~50g depending on the type of cereal
  • Breakfast cereals are not a significant source of salt in the UK diet as they typically provide 0.3-0.5g salt per day compared with an average UK intake of 9-11g/d

BCIS Breakfast Briefing

summary
Summary
  • Traffic lights don’t help consumers build a balanced diet, are based on unrealistic 100g portions and don’t facilitate choice
  • GDAs help people understand what they should be aiming for and how products build towards that (and consumers like them)
  • Cereals are the lowest calorie, most nutrient dense breakfast choice in the UK and should be encouraged

BCIS Breakfast Briefing

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