Most consumers think of cereal as wholesome grain; and it’s no accident.  Cereal-based products marketed as nutritious very often contain more sugar than snacks. 

Even most boxes of 100% bran flakes (one of the most virtuous choices on supermarket shelves) list both sugar and high fructose corn syrup right after the whole wheat and bran.

But in most varieties of packaged cereal, high sugar content is far more obvious --much of it looks like colorful candy.  The whole grain (healthful, much-needed fiber) has often been refined away. 

Thankfully, pouring milk over cereal boosts the nutrition level and provides the calcium most kids, teens and women need more of.  But to avoid a leading source of unwelcome, artery-clogging saturated fat, make it low-fat (1% or fat-free) milk. 

Experts say no one over age two needs whole milk.

Of course, our go-go culture increasingly regards breakfast as a meal on the go.  Decades ago, breakfast convenience foods such as toaster pastries were marketed to fulfill that need.  And more recently, “breakfast bars” emerged to spin granola and other cereal into a candified grab-and-go treats with a nutritious image.

Breakfast products for home consumption have perhaps been most immune to the supersizing phenomenon -- with the exception of muffins.  Again, most muffins perceived to be healthy alternatives to donuts and danish are monster-sized cupcakes -- as much as five or six servings per muffin.

Another red flag for the health conscious: most low-fat muffins (and other foods marketed as low-fat) compensate with more sugar and sweeteners.  So while it may be low in fat grams, the calories have gone through the roof.

Healthy?

Forbes Global, November 10, 2003