Kids in ce­real drama

Daily Star - - NEWS -

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.

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