Tuesday, September 05, 2006


No Judd Nelson

How do you like your morning coffee? Crisp? Andre Picard - one of the country's finest journalists - in today's Globe uncovers the misconception many parents have about the sugar content of breakfast cereals.

But many popular breakfast cereals contain four to six teaspoons of sugar a serving, as much or more sugar as in gooey chocolate bars, according to research commissioned by The Globe and Mail and CTV News.

That data reveal that:

A bowl of Post Sugar-Crisp contains as much sugar as a Mr. Big bar;

A typical serving of Cocoa Puffs is the equivalent of downing a 50-gram bag of Hershey's Kisses;

Starting the day with a serving of Corn Pops, Honeycomb or Lucky Charms is about the same as gobbling a Kit Kat;

Full marks to Don Blair, a spokesman for Kraft Canada Inc.(the maker of the popular cereals Sugar-Crisp and Alpha-Bits) for attempting to stand and face the findings. Kraft has a right to sell their product, the same as parents have a right to better nutritional information. Blair said the company "believes in offering consumers choice, which include cereal varieties that are low in fat and sugar." He noted that Sugar-Crisp, the cereal with the highest sugar content in the Globe/CTV research, is low in fat and a source of five essential nutrients.

Mr. Blair also noted that the recommended serving size of Sugar-Crisps is 30 grams. Since there is no standard serving size for cereal, The Globe and Mail and CTV asked a number of children to pour themselves a serving, and the average was more than 50 grams. Also, children commonly eat more than one bowl of cereal.

Are there seriously people left in this country who are surprised by the sugar content in cereal? In tomorrow's Globe: cheeseburgers contain fat (film, on CTV, at 11:04, right after The Sopranos).
Is that the same Don Blair who on a Vanier Cup with the Dinos and went on to star in the CFL?
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