The own-brand cereals with more sugar than Coco Pops

PARENTS wary of Coco Pops may think own-brand cereals are the healthier choice – but some contain twice as much sugar.

A survey of cereals found about half – 38 from 77 – received a red traffic light label for high sugar, meaning they contain more than 22.5g of sugar per 100g.

Pressure group Action on Sugar is now demanding a ban on the use of bright colours and cartoon characters on boxes which contain high levels of sugar, with own-brand products among the worst offenders.

US brand Malt O Meal Marshmallow Mateys topped the group’s league of shame with 40g of sugar per 100g – the equivalent of ten teaspoons. The second worst was Morrisons Choco Pillows, which features a cartoon panda on the box, right, and contains 36g per 100g. Third was Sainsbury’s Frosted Flakes (34g) and fourth was Morrisons Choco Crackles (32g). All four are considerably more sugary than Coco Pops, which has just 17g of sugar per 100g.

With children aged four to six recommended no more than 19g of sugar per day, a single serving − based on a recommended portion size of 30g − would make up more than a third of their daily maximum. To make matters worse, many children eat a lot more.

Action on Sugar’s Graham MacGregor, professor of cardiovascular medicine at Queen Mary University of London, said: ‘Companies that make packaging of unhealthy products targeted at children are completely irresponsible.’ He called for only cereals with green labels for sugar – less than 5g per 100g – to be allowed cartoons on their packaging.

Morrisons said: ‘We will shortly be taking out any kids’ cereal products that have a red sugar rating.’