AIBU to question this advertisement?(75 Posts)
Kelloggs is promoting their high sugar cereals to parents with the 'sweetener' that they will be 'giving a child a breakfast' if they buy the stuff
really clever advertising "we'll sell you this unhealthy shit full of all sorts of crap and vitamins and you'll be doing a good deed too so that's alright then".
Apparently NetMums is officially supporting it too and suppressing negative comments from members on their forum.
Wouldn't it be better to just make a donation and give our children a healthier breakfast alternative?
It is no wonder we are getting fatter. Our kids have got no chance with increasingly sophisticated adverts like this (sad and frustrated emoticon).
YABU, there's nothing unhealthy about a breakfast cereal (there is of course about overall diets, but the cereal can be part of one)
Breakfast cereal adverts do not make you fat, if you disagree with the advertising don't buy their food.
Fred - I haven't seen the ad, but if this is a high sugar cereal, so I really wouldn't say there is 'nothing unhealthy' about it?
YABU. The adverts are aimed at people who do eat cereal to try and get those cereal eaters to buy their cereal. Not to convert all the people who have a "healthier breakfast".
we eat cereal, but not the sugar coated/ high sugar ones. There is a difference I think
steppemum There's nothing unhealthy about even a high sugar cereal, it may not be the best choice in the wider context of an individual diet - although that of course would depend on when it was being eaten and what the rest of the diet was etc.
So it's not an ideal food, but demonising entire food groups or nutrients ("sugar is evil!") is much more likely to have a negative impact on peoples diets than an advert for a breakfast club promotion that shows the pictures of a few of Kellogg's cereals - they're not even mentioned by name in the advert.
The ad is on my Cornflakes box. Kelloggs donate a breakfast to a local breakfast club for every promotional pack sold. That's pretty standard advertising procedure - I can think of different ads along those lines.
It's advertising, they're not doing something for nothing - can't be that big of a surprise.
I've no issue with my kids having a bowl of cornflakes in the morning or before bed.
This has nothing to do with "high sugar breakfast" it's the OP grandstanding agains a corporation and imagining some plot where Kellogs and Netmums are out to damage our kids.
It's boring and it's nonsense.
OTT OP. NetMums are scheming with Kelloggs in a quest to make our children fat as much as Mumsnet are scheming with Cadburys (by promoting their tempting little chocolate pebbles) in a quest to make me fat.
I am looking at the bigger picture of how the food industry is marketing its high sugar
and carefully created to be addictive cereals to people, particularly parents with children food companies future market in particular.
If you really believe that they are
in any tiny way at all committed to your children's health by adding 'vitamins' to a sugar-laden food, you are naïve.
Their bottom line is PROFIT, any way they can legally get away with it.
By focusing consumers on "helping a good cause" they hope to increase their profits and make their shareholders happy. There really is no more to it than that.
The fact is that these sugar-laden foods are bad for our health
even though they are marketed as having vitamins and minerals added, and particularly our children's health. There is more and more evidence to support claims that the obesity epidemic has been fuelled (literally) by the massive marketing and consuming of high sugar and salt and fat foods, but don't take my word for it, do some research yourself.
The food industry spends millions on scientific research looking for the perfect combination of addictive substances to create the next big profit-making "food" to sell to consumers
mugs. For example Pringles once you pop you can't stop,a marvellously irresistable combination of sugar, salt and fat and other chemicals moulded into an attractive shape and boxed in a tube. Take a look at the ingredients and the process of making this stuff...
Myself and my family (OMG - my children included), eat breakfast cereal AS PART OF OUR OVERALL DIET. I am not killing my children, they are not "addicted" to breakfast cereal and they do eat a varied diet.
Totally not interested in your crusade and am actually quite happy that the cereal which I will buy anyway will have an offshoot good deed.
And by the way, I am not a "mug" because I have a different view to you.
We dont eat cereal but I think you are majorly over reacting - its a food like any other. Out of interest what do you feed you children for breakfast OP?
Hate to break it to you but a company is obliged to maximise profits on behalf of its stockholders. Kelloggs do the breakfast club, nestle do books for schools (no product loyalty in this house). Lets face it doing this isn't going to make someone who normally makes a cooked breakfast suddenly stop and buy cereals instead but it might make someone pick Kelloggs over another brand and like someone else pointed out it is the full range not just the extra sweet ones. I buy breakfast cereals because a small bowl keeps the little one happy while I cook her breakfast.
Monica, you are no more a mug than me, I am using that term in relation to how we consumers are viewed by the food industry.
probably badly trying to explain that consumers are seen as a group to be exploited by food companies who are trying to increase their market share by using sophisticated marketing campaigns and creating new addictive foods to sell to us.
I worry about our
children's and their children's future health if we don't wake up to what is going on, and how we are being manipulated and suckered in.
Having, my kids are grown up and moved on now but back in the day we had a variety of cereals to choose from, including; porridge, cornflakes, crunchy-nut cornflakes, and muesli. The crunchy-nut cornflakes lasted five minutes on average so they were a very occasional 'treat' sigh.
If I had young children today
and knowing what I now know about the impact of high sugar/fat/salt foods on health I would limit their access to sugary cereals/breakfasts foods.
I am not judging anyone who eats cereal, I am just putting forward a view that I feel that I
and others have been/are being manipulated by food companies for profit, at the expense of my and my family's health and the population generally.
I didn't understand this for years, but now am becoming aware and am feeling pretty angry with food companies who are getting away with manipulating me/us at the expense of our health. They have so much power that sadly, little will change, except that instances of type 2 diabetes will continue to increase, and at a younger age, obesity will continue to increase even though we spend millions on the diet industry.
I thought we were talking about a high sugar cereal.
mine all eat cornflakes/weetabix/shreddies type cereal, I have no problem perfectly fine for breakfast.
I think I am a cany enough consumer to realise that they don't donate to free breakfasts out of the goodness of their heart. I don't choose whta we eat based on who is donating to who, but on what we like and will eat
and we eat asdas version of them all anyway
All parents know that all cereals for breakfast are carb junk and plenty of them are crammed with sugar. Give children things like eggs.
The netmums cocopops debacle shows how insidious the advertisers are.
Watch the Big Sugar films on youtube and Addicted to Pleasure - Sugar.
By all means fill your child with junk and sugar but do not assume this is healthy. It is why over 50% of people are now fat - sugar sugar and carb. Yuck.
Look at the ingredients. Only real porridge oats has nothing junk added but even that is carb. You are better off with nutritious proteins and veg.
Please stop crossing things out OP, it makes what you're saying very difficult to read.
Tabby The concerns you have written about ^^ cover the entire food market not just cereals. The whole industry is for profit and advertisers are paid ££ to convince us that we need/ want/should eat their stuff. The 'healthy' tag is widely used. No getting away from it unless you grow your own stuff and cook from scratch.
Thanks for your advice Worra, I'll stop crossing things out
when every other poster does, haha :D
Have a nice day!
Louis, yes that's true, it is very, very depressing.
Steppemum, the original advert that I saw featured the extra sweet cereals, not the plain ones. My concern is that the food industry is attempting to 'normalise' these very sweet ones at the expense of the cornflakes or Weetabix. Children would usually prefer the sweet ones, parents may be pressured to buy them because they know their children would eat them
and they would be reassured by the big claims about containing vitamins on the packet.
I repeat, the food industry spend millions on research about what combination of ingredients proves irresistible to consumers (including children). They don't care how harmful for health they are in the long term, parents and consumers have to be aware of what's going on so they can make informed choices.
Bunion The TV programmes, 'the men who made us fat', and 'the men who made us thin' were on recently and are quite shocking. I had no idea about just now powerful and damaging the food industry was. It is no wonder that obesity was rampant nowadays, these programmes explain exactly why Furthermore, the food industry is so powerful that they lobby governments hard to protect their market.
Also bear in mind plenty of parents would not give children cornflakes or weetabix either - read their ingredients list - they are hardly natural products. They are full of stuff and include sugar on the ingredients.
Yes, Tabby I saw a bit of those. The reality is most people are addicted to sugar or else find cereals quicker at breakfast time than boiling or frying eggs so I doubt a return to the traditional healthier British protein based breakfast is at all likely for most parents.
I actually don't understand why you keep crossing things out, only about a quarter of it is sarcasm, the rest just seem like run on sentences...
On topic I have to say that in a capitalist society it will always be the case that advertisers will do anything they are allowed to sell a product, thats why government place restrictions on truthfulness in advertising. Without rules they would probably tell you their products will cure scurvy and make you taller too! I'm not a big fan of capitalism as it stands, and I get a vague notion that food should be considered a right rather than a product, after all, you can't live without it, can you? But how that would ever work in practice is anybody's guess, we have what we've got now, and that comes with adverts!
I like cereal, by the way, it tastes nice
You need to use (these) instead of doing
Bunion, yes that's a good point. In the future, the food industry is going to be going through what the cigarette industry went through when it was sued for causing cancer. The food industry knows very well that it contributes to the obesity epidemic, but it puts up smokescreens to try to obscure this. For example, pushing forward the theory that if people just exercise more, they could eat what they wanted (i.e. all that junk crap that is continually being marketed at them). Research shows that this just doesn't work.
Oh MrsLouisTheroux brackets are so last year (lol).
done with a flounce
I love breakfast cereal too (too much), which is why I avoid it at the supermarket
particularly the crunchy nut cornflakes and have fruit for breakfast instead.
Breakfast cereal is not that unhealthy. A 60g bowl of cornflakes is about 200cals.
I couldn't get through the morning on just fruit I'm afraid, I'd be starving!
In the great fight against obesity and high suger high fat diets there are better places to start than against cereals.
A bowl of crunchy nut cornflakes as part of a BALANCED diet is no major problem.
Cereal is not evil people!
Any company manufacturing and selling a product is out to make profit. I don't think demonising Kelloggs is very helpful.
Yes, balanced diets are important, but cereals can be part of that. And I'd much rather the company supported things like breakfast clubs or items for schools than hid plastic tat inside the bag (like when I was child).
But it isn't cornflakes that are being discussed, it is the heavy marketed high sugar crappy type cereal.
If you look across threads, moderation is often quoted, but moderation is starting to mean daily intake and we shouldn't be relaying on white/ processed sugar and carbs to the extent that we are.
The sugar in natural food ie fruit, works differently in the body and especially if eaten as a whole fruit with the pith.
Many people cannot eat the processed products that are marketed and have any chance of keeping their weight down, or their heart health etc good.
We should be thinking about the eating patterns that we are inflicting on our children. As adults we shouldn't have to be completely re-educate ourselves and our taste buds, to have good health.
I don't think that taking a step back and thinking about all of the crap that we consume and is doing the planet little good, is a bad thing. People go on about dog poo, but I wonder why we need to generate all the rubbish that litters any public place, which is mostly from fast or junk food.
Weight is talked about on here often, but in general, we are not getting any healthier and all the research shows that eating patterns are to blame, whether body fat is present or not.
Given how early they have to get up (usless council not providing enough buses), any breakfast that they will eat is fine by me.
You come accross like a petulant teen trying to educate us kellogs is a big corporation shocker...sugary cereal bad shocker
I love crunchy nut cornflakes as it happens ...my kids prefer toast
my kids prefer toast
With jam? Is that jam from a big corporation (and EVIL) or is it home made jam? Cos you know the sugar in home made jam isn't as evil and the home made goddess shines like a halo? :-)
Personally I love marmite. I'm not site where that fits into the evil food spectrum.
Worse high fat peanut butter ...I am going to parenting hell
If you have something to say, say it. Don't cross it out, it's not big and it's not clever.
How shocking. Big company is acting in the interests of its shareholders rather than out of the goodness of its heart.
Or should that be
big company is acting in the interests of its shareholders rather than out of the goodness of its heart.
I've started cooking my 2 breakfast instead of cereal but I'm not going to be able to do it every day, still, it'll cut their cereal intake by at least half. the ones they like are 29% sugar!!!
But even wheetos are only about 200cals for a 60g bowl (I know they are nestles not Kellogg's but I don't know cals in coco pops!)
YANBU. I used to wonder why people spent a fortune on personal trainers, diet counsellors, diet books and so on, as its all available freely to those who can read. Then I read this thread...
No wonder people in this country are so fat, if they don't think about what is in the food they and their children are eating. Its no secret that most breakfast cereals are full of sugar,
why anyone would want to eat that crap is beyond me but why knowingly buy even more sugary cereal?!
Its so sad that so many children in this country (a) eat processed cereals for breakfast and (b) don't walk or cycle to school.
By the way, I'm in Belgium, where children cycling to school is "normal" and breakfast cereal isn't particularly popular.
I'm in belgium as well! The sugar cereals aren't big here as it's bread with choc for many. Mine like low sugar breakfasts like weetabix & hot oat cereal, porridge etc. They do have suger cereals sometimes but these brands are expensive - the Tresor cereal is 8euro a big box!
Op,do you seriously believe anybody does not already know how the food industry and the supermarkets and advertising work?
Do you think we are all a bit thick and lack understanding about processed food?
Just because you didn't know about this before you watched some program or read a book don't assume that we don't because the vast majority of us are not a bit thick and have known about this for years.
I've just look up the ingredients of cornflakes and weetabix. Sugar is the second ingredient in cornflakes and third ingredient in weetabix. For weetabix barley malt extract is the second ingredient (it's also the third ingredient in cornflakes). Barley malt extract is sugar made from barley. Is it just me that thinks it's rather sneaky to use a type of sugar that most people wouldn't recognise as being sugar?
Cereal is an occassional treat in this house. Although DD does have it at nursery twice a week.
A sugary cereal is not a great way to start the day is it really, even as part of a balanced diet. They will be hungry by 10am (like my kids are when they eat cereal).
I am however partial to a bowl of cocopops, by snack of choice when I have PMT and a need a sugary chocolatey hit!
I'm struggling with keeping the proteiney breakfasts interesting - this week we've had sausage sarnies, cheese & ham quesedillas, fruit pancakes, boiled eggs that went wrong,
Anyone got any good breakfast suggestions that don't involve Mr Kellogs?
Whois my original message talked about a large food corporation, in this instance Kelloggs, encouraging consumers to donate to a charity by buying more of their cereals. If this marketing ploy succeeds, they will increase their market share of the lucrative cereal industry.
I am very cynical of their methods because it involves encouraging consumers to buy more cereal so the big corporation can increase its market share. Far better to make a cash donation to the charity.
QueenStromba Barley malt extract is sugar made from barley. Is it just me that thinks it's rather sneaky to use a type of sugar that most people wouldn't recognise as being sugar
I agree. I also don't know if this is relevant, but I have horses, and its generally recognised that barley is a grain you feed for weight gain in horses and for high energy, and that you cut it if your horse is too fresh (hyperactive). And similarly, horse feed companies market cereal mixes which are often full of fillers with poor nutritional levels, such as maize (which is also fed as a straight for weight gain). Hence some horse owners have problems with excess energy or weight in their horses and cannot understand why, but fail to realise what they are feeding them. Oats are fed for pure energy and are coming back into popularity as a "straight" feed.
TeamEdward, yes, I understand that companies exist to make profits, but my point is that we need to be aware that they will make those profits at our expense. They are supporting this charity solely to get more profit, but the other consequence is that we end up eating more and more sugary foods, leading to increased obesity. And it is already happening.
Thanks for your comments, Birdsgottafly.
29% sugar cereal *PotNoodle! Not only is a lot of cereal really high in sugar, you then factor in the snacks they have at school, sugary drinks, etc., it all adds up. I know that when I was a child in the 60's we never had access to any of this stuff. I worry about our children's future health.
LessMissAbs, that is a good point about all the extra exercise we do nowadays, gyms are packed with people, personal trainers are doing a great trade, running clubs are thriving. Yet we are all still getting fatter?? What is going on?? Well, we are eating far too much refined sugar in processed foods, for one thing. It all goes straight to fat on our bodies because we can't metabolise refined sugar.
Sock I have never, ever stated or inferred that anyone taking part on this discussion is 'thick', and I am somewhat offended that you seem to think that is the case.
This is (I thought) an open discussion between mn members about a particular subject. I am expecting (and mostly receiving) considered and intelligent responses both agreeing and disagreeing with my comments. What's wrong with that?
QueenStromba, that is a really good point. It is true that 'sugar' has many different names in ingredient lists. Here are some of them:-
•Barley Malt Syrup
•Brown Rice Syrup
•Cane Crystals (or, even better, "cane juice crystals")
•Corn syrup, or corn syrup solids
•Dehydrated Cane Juice
•Evaporated Cane Juice
•Fruit juice concentrate
•High-fructose corn syrup
•Sorghum or sorghum syrup
If you look on ingredient lists you may see several different ones mentioned, but they are all sugar. It is very, very sneaky.
Tabby I don't think we are doing more exercise though. About half the people at gyms would probably get more exercise if they simply cycled to work instead of ambling around a weights room occasionally pushing a machine. Runners very rarely let themselves get too heavy because its incompatible with running. And personal trainers - well if a person was motivated enough in the first place, they wouldn't need a personal trainer to teach them how to move!
Although I'm only in Belgium for a few months, the difference here is noticeable to the UK. Lots of young men (and some women) do cycle training in the summer evenings after work, instead of driving about like boy racers, or going to the pub. Youngish children cycle to and from school on their own. SAHMS and SAHDs cycle to the shops. Although there are still overweight people, in general people seem much slimmer and fitter. And yet the food is very rich, although the traditional meals are high in meat and cream.
I don't see the big problem with cereal? I are the horrible sugary ones when I was a child and still eat them now and im not obese! Its all about balance! And surely giving a child a bowl of coco pops for breakfast is better than absolutely nothing?
LessMissAbs, you have touched upon another subject that is very relevant to this discussion.
Yes, we 'do' exercise classes (and often drive to the gym lol) but, guess what sometimes happens after our class; we are more likely to eat than if we had not been to a class, usually because we feel we have earned it. It is a psychological response, apparently.
Your idea of building activity into our lifestyle is far better because it is 'invisible' and just part of our day. I would love to cycle to work but the roads are hellish and I would be too scared of dying under the wheels of a bus (not joking). So I drive. I have even thought about getting a job nearer home so I could walk there. Haven't done anything about it yet though.
I don't understand that mentality - going to the gym makes me less likely to eat crap because it feels like I'd be undoing all the good work I'd just done.
QueenStromba This is an article from Fitness Magazine that might explain it.
Surely it's good to eat carbs in the am to get energy for the day? Chop in a banana and add milk, that seems balanced to me.
It's amount of calories that makes you fat, if you burn what you put in you won't be overweight. So what if youare hungry mid morning? Eat a snack. It's little and often that is often recommended to keep you from overeating.
Cereal is quick, many are wholegrain, it's generally low fat and is pretty cheap. Win for me.
OwlinaTree, there has been research done which questions the 'calories in calories out' principal.
Have a look at this article....
Hummm tabby I read the first bit. Not sure about referencing? I'm no expert on online articles, but should there be some reference to some research?
I don't need to convert anyone but there are huge numbers of mumsnetters who think we need more good fat/protein rather than higher carb diets. You can eat healthy good paleo/primal unprocessed carbs like sweet and baked potatoes with skin but I don't think children benefit at all from carbs in the morning. Stick with eggs and meat.
There is a massive battle going on to get health professionals relying on advice from 30 years ago to change the foot pyramid which currently has masses of carbs at the bottom as most of what you eat - bread, potatoes etc. This has made people fat and increased diabetes.
"Surely it's good to eat carbs in the am to get energy for the day? " Carbs shoot up blood sugar and then it plummets. If you want to feel full until lunch time have eggs for breakfast. Same calories but the good fats feed you as nature intended and keep you healthier (and slimmer).
I also agree with the points above about exercise in life, natural exercise, walking cycling to work. That is what people tend to keep up rather than expensive gyms. Run for the bus, get your heart rate up. Lift very heavy boxes and furniture at home. Carry the toddler twins up stairs 4 times a day one under each arm. Use those muscles . Dig the garden until you are out of breath.
Tabby please don't misuse the
Sally, thank you for your scintillating contribution to this debate
bunion, some good advice there. When I look back to my past, what do I see?
Cars were rare, we walked or used public transport.
Families lived local to each other and were a source of support/advice.
People had local jobs which they walked or cycled to, and many were physical.
Eating out very rarely happened, if at all, for most families.
Takeaways were limited to a fish supper very occasionally.
Mum shopped daily at different local shops and cooked from scratch; no supermarkets.
Eating between meals didn't happen.
Housework without modern appliances was a daily physical workout in itself.
Growing your own veg was normal.
We do need to think about building exercise into our daily lives, rather than going to the gym (in the car lol). It means a total transformation of our lifestyle though. Worth thinking about, at least.
tabby, that was perfect use of crossing out [wonk]
though I think I'd like a wonk smiley!
'It all goes straight to fat on our bodies because we can't metabolise refined sugar.'
That is nonsense. How does it turn into fat if it is not being metabolised?
As might be expected from the idea that it is 'refined' or 'processed' (or the fact that it has such a strong physiological effect), it is actually much easier to metabolise than less refined sugars and other carbohydrates.
badtime, interesting article from Robert Lustig in Time
The last paragraph from the article is interesting... "The one thing we can agree on is that our sugar consumption has skyrocketed, from 4 teaspoons a day in 1990 to 22 teaspoons today. It needs to go back to being a once-a-week treat—something for special occasions—instead of a once-a-meal diet staple."
One of the reasons for this massive increase is the availability and marketing of high sugar foods.
Why is that directed at me? I was pointing out that you were either using the word 'metabolise' incorrectly or misunderstanding how energy is released from food.
Actually, there is some interesting work out there regarding the effects of fructose. However, it is usually better to get your information from papers and articles in reputable scientific or medical journals, rather that magazines or random websites.
I would agree with your last sentence, though. People often don't realise just how much they are eating, or what the content of their processed slop might be.
Sorry, didn't link properly.
Lustig is sensible. Even if you don't want to eat paleo/primal but want to eat well the things contries which are slim have in common is very little sugar. Japanese might eat a godo bit of rice with their fish. Other groups might eat mostly fats and protein (eskimo traditional diet) or Africa - bugs, meat, roots - but what they all have in common in nothing processed and very little sugar.
The spread of sugar is well illustrated on this programme www.youtube.com/watch?v=lG1CM7zXK5w
Even products like tomato sauce and processed bread have sugar in them. Even fruit has been grown in the lst 30 years so it is much sweeter than it used to be.
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