cereal added sugar kathy wiemer ms, rdwcm/@global/documents/...kathy wiemer ms, rd fellow/director...

Cereal and Added SugarCereal Cereal andand Added SugarAdded Sugar

AHA AddedAHA AddedSugars Sugars

ConferenceConferenceMay 5, 2010May 5, 2010

Kathy Wiemer MS, RDKathy Wiemer MS, RD

Fellow/DirectorFellow/DirectorGeneral Mills Bell Institute General Mills Bell Institute

of Health and Nutritionof Health and Nutrition

1

CerealCereal andand

addedadded SugarSugar

General Mills Helped Define the RTE Cereal Category

• Sugar Jets—1st entry in the presweetened cereal category

• Made of oats and wheat

• Addressed consumer need for ‘less mess at the table’ when sugar added at home

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1924 1941 19531937 1961

CerealCereal andand

addedadded SugarSugar Role of Sugar in RTE Cereal

• Sugar has numerous functions in all types of cereals

• Sugar added into the recipe has a different function than sprinkling it on at the end

• Sugar contributes to:

– Flavor and color

development

– Crispness and crunchiness

– Enhancement of other

complex flavors

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CerealCereal andand

addedadded SugarSugar

The Technical ChallengeSame Taste & Functionality

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SUGAR REDUCTIONSUGAR REDUCTIONSUGAR REDUCTION

Product Identity

Product Product

IdentityIdentityStorage Stability

Storage Storage

StabilityStability

ProcessabilityProcessabilityProcessability

TheThe BenefitsBenefitsofof CerealCereal

General Mills ContinuallyImproves Our Cereals

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• Every Big G cereal delivers at least 8 grams of whole grain per serving (2005)

KEY

2007 Sugar level

2008 Sugar level

12/2009 Sugar level

13g

07

12g

08

11g

09

≤9g

Goal

Goal Sugar level

Commitment to further reduce sugar level

TheThe BenefitsBenefitsofof CerealCereal Cereal & Added Sugar

• RTE cereals - including presweetened cereals –provide 4% of the daily added sugar intake

6 NHANES 2003-04

Candy & sweets

Desserts

Milk & milk products

Other grains

Ready-to-eat cereals

Miscellaneous

Vegetables

Fruits

Meat, poultry & fish

Sources of added sugarTotal Population

1%

1%

1%

2%

4%

5%

9%

13%

14%

Beverages 50%

7% for Kids 6-12 years

old

TheThe BenefitsBenefitsofof CerealCereal Cereal & Obesity

• Cereal is the lowest calorie common breakfast choice

7 USDA 2009


Sources of Calories in Children’s Diets

8 NHANES 2005-06


Cereal Eaters have Healthier Body Weights

9 Albertson AM et al, 2003


National Growth & Health Study

10 Barton BA et al, 2005

• Strong relationship between cereal consumption and lower BMI

• Cereal and breakfast consumption decreases with age

• Girls who continue to eat cereal:

- Have improved nutrient intakes

- Are less likely to become overweight as they mature


Cereal is Part of a Healthy Breakfast

11 NHANES 2005-06


*= Significantly different from ate no cereal (the reference category), p<0.05, after adjusting for age group, gender, race/ethnicity, household income and average daily caloric intake.WIC Sugar Requirement= <21.2g sugar /100g; Tertile 1 & 2= ≤33g sugar/100g; Tertile 3= >33g sugar/100g

Presweetened Cereals Eaters have Healthier Body Weights

• RTE cereals associated with healthier body weight regardless of sweetness level

12 NHANES 2001-06

19.98 19.99 20.01 19.98 21.62

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22

21

20

19

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BMI by Two Classifications of Cereals (Children 6-18)

WIC Non-WIC T1/T2 T3 Ate no cereal

Classification of Cereals by Sugar Level

BM

I


WIC Sugar Requirement= <21.2g sugar /100g; Tertile 1 & 2= ≤33g sugar/100g; Tertile 3= >33g sugar/100g

Presweetened Cereals Eaters and Nutrient Intake

• RTE cereals associated with better nutrient intake regardless of sweetness level

13 NHANES 2001-06

Cereal Classification by

Sugar LevelWIC Non-WIC T1/T2 T3 Consumed

no cereal

Energy (kcal) 2055 2229 2080 2241 2153

Sugar (g) 127 157 131 164 127

Vitamin A (mcg) 811 785 813 787 538

Thiamin (mg) 2 2 2 2 1

Riboflavin (mg) 3 3 3 3 2

Niacin (mg) 27 28 27 27 22

Vitamin B6 (mg) 2.5 2.5 2.5 2.4 1.6

Folic acid (mcg) 368 369 365 374 141

Iron (mg) 24 20 23 19 13

Zinc (mg) 14 15 14 15 11

Note: Estimates represent 6-18 y.o. mean daily intakes on day-1 of the 24-hour food recalls

TheThe BenefitsBenefitsofof CerealCereal On-Going Research

• Lower mean BMI and waist circumference has been observed among children who consume ready-to-eat cereal at breakfast compared with children who did not eat cereal or who skipped breakfast1.

• In boys, cereal consumption is associated with lower BMI and lower total and LDL (“bad”) cholesterol levels2.

• Cereal eaters tend to be leaner than those who do not eat cereal, regardless of age, and regardless of whether the cereals consumed are presweetened3.

• Overweight children aged 6 to 12 who followed a weight reduction program that included one serving of ready-to-eat cereal plus nutrition education significantly lowered body weight and triglycerides while raising HDL (“good”) cholesterol4.

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1. Kosti RI et al, 2007 2. Albertson AM et al, 2009

3. Albertson AM et al, 2003; Barton BA et al 2005;

Affenito SJ et al, 2005 4. Rosado JL et al, 2008


RTE Cereal (sweet or not) is a

nutrient dense choice• From a calorie and nutrient standpoint—both are a good

breakfast choice

15

Cheerios

• 100 calories

• 1 gram of sugar

• Low in fat and naturally cholesterol free

• No. 1 ingredient is whole grain oats

• 14 vitamins and minerals

Lucky Charms

• 110 calories

• 11 grams of sugar

• Low in fat and naturally cholesterol free

• No. 1 ingredient is whole grain oats

• 14 vitamins and minerals

Per serving Per serving

Benefits of CerealBenefits Benefits ofof CerealCereal

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