Wednesday, 4 August 2010

Kellogg's and Misleading Maths

Reading the BBC Website today; I came across a story about the nation's favourite purveyor of sugar-infested garbage otherwise known as breakfast cereal.

Apparently they are planning to cut the sugar in their coco-pops cereal by 15% - Whilst I agree that 0.85*35 = 29.75 - it is a wee bit misleading to be triumphing this as a major reduction - If they had said we are reducing our sugar content by 5.25g (or approx 1 tsp) It really wouldn't have been a headline would it.

Interestingly enough at 29.75% this sugar content is still ridiculously high and let's face it, what comes out of the coco-pops packet is still pretty much 1/3 sugar.

This will cause children's insulin levels to rise and then they will be feeling hungry by mid-morning and unable to concentrate.

Kellogg's have said:
"This is a process, so while we have announced we are taking 15% of sugar out by mid-next year, we will go further if we can take people's palates with us."

"We will continue to monitor the profitability of the brand and if people still buy it we may well reduce the levels further. We will reach a point at which the brand will become less profitable and then we will stop"
If anyone thinks that the likes of Kellogg's care two hoots about consumers and their health; they are sorely mistaken - The only thing Kellogg's care about is their margins.

This is why Kellogg's is a 'partner' in the 'Change4Life' program - To add legitimacy to its, frankly, unhealthy cereals that have got no place on the breakfast tables of the millions..  

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