Kids in cereal drama

SWEET: Frosties TELLY ads are fuelling consumption of sugary breakfast cereals in under-fives, according to new research.

The first study of its kind has found a direct link between ads and the specific brands eaten by pre-school children.

Prof Jennifer Emond, of Dartmouth-Hitchcock Medical Centre, New Hampshire, said: “Brands specifically target children in their advertising knowing that children will ask their parents for those products.

“We found kids who were exposed to TV ads for high-sugar cereals were more likely to subsequently eat the cereals they had seen advertised.”

Last year a UK study found some cereals, including Frosties, contained nearly 75% of a child’s daily sugar intake.