Everyone who knows me is well aware I love cereal. Being a connoisseur of the “breakfast of champions” is obvious/evident if you look in my pantry and see the all the boxes (at least 10 cereals at any given time) and the fact that I am a savvy shopper and never pay over 2 dollars a box. A bowl of cereal and cold milk is a nutrient dense way to start or even end the day. It is my comfort food. My hunger for cereal is likely due to my wonderful childhood memories associated with it. My older brother, Kevin, and I would get up on Saturday mornings and make a cozy fort out of as many blankets and pillows as we could gather and set it up in front of the TV. Then we would raid the kitchen and get all the cereals, a gallon of milk, bowls, and spoons then arrange it all in our fort so we could watch cartoons. After consuming several bowls and watching hours of Scooby Doo and Bugs Bunny, our stomachs and minds would be satisfied and could then go about our busy pre-teenage afternoon playing in the canyon or at the beach.
Well, I no longer eat several bowls at a time but I still savor my cereals and even more so now that I know that I am properly fueling my body. It is a great way to get a portion of your complex carbs and fiber needs and can provide a good amount of the minerals (iron, zinc, magnesium) that many runners fall short on. While it is easy for me to determine which cereals are healthy because I have a background in Nutrition Science and for over 10 years taught Community College students how to read food labels, it is not as clear to most shoppers, especially if you only look at the front of the box.
Manufactures are competing for the “eye level” appeal of consumers so on the front of the package they try very hard to make their product appear healthier than it is. However, if you stick to getting your information from the FDA regulated Nutrition Facts panel, you can figure out what is and is not in one serving of the cereal.
Here are some tips to decipher whether the cereal claim is helpful in determining what you are actually putting in your mouth:
Claim- “made with whole grain” found on cereals such as REESES and Lucky Charms
Facts- This does not mean it is made exclusively with whole grains nor does it mean it is a good source of fiber. It only tells you that there is some whole grain in the product but could still have a large amount of refined grains and/or added sugar. While there is some health benefits from whole grain distinct from the fiber, the research supporting the benefits from fiber are stronger and the bottom line is Americans fall short on both but less clear on how to consume whole grains.
The Nutrition Facts panel is not required to show grams of whole grain, but if it has the Whole Grain Stamp then it must have at least 8 grams of whole grains per serving (goal is 48 grams). However it gets even more confusing because bran doesn’t count as a “whole grain”, so All-Bran Cereal would not carry the Whole Grain Stamp but it is one of the best choices since it is very low in added sugar at 2 grams, very high in fiber at 13 grams, and low in calories per serving.
Claim-“Fiber Plus” and “added fiber” and “40% of your daily fiber” found on Froot Loops most Special K varieties and many others
Facts- It goes undisputed that a diet high in fiber is important for gastrointestinal health and decreases risk of heart disease, diabetes, certain cancers as well as being a key component to weight loss. And the food manufactures acknowledge this fact along with the fact that most Americans do not consume and what they need (25-35 grams/day), and use this information to send the message to shoppers-“we have what you need and it taste good”. Hence comes the shelves stocked with dozens of cereals with added isolated fibers and it does not stop with cereal manufactures. Did you know in your grocery store you can buy fiber- water as well as yogurt and ice cream with fiber? If you are confused, you are not alone. Fiber rich foods are only found in plant foods, such as the whole grains, beans, vegetables and fruits. And the evidence of fiber’s health benefits is found with these fiber-intact foods. The “added” fiber that is being put in all these products are isolated fibers such as inulin (chicory root fibers), maltodextrin, corn fiber, soy fiber that have been removed from the grain and purified into powder. Nothing harmful about eating the isolated fibers, but there is no science to support any benefit either-at least yet. So be a skeptic and after checking the Nutrition Facts Panel on your cereal that it is contains 3-6 grams fiber per serving, check the ingredient list to be sure that most of the fiber is from whole grains, bran, oats, or fruit (should be the first ingredient on the list).
Claim- “100% natural energy cereal”
Facts – there is no formal definition of the word “natural” so this term can be used on any package. Any food or drink that contains calories provides energy. And, most of us do not need to try to consume more calories.
Claim-“promotes a healthy heart”
Facts-This is an example of a structure/ function claim (distinct from a health claim that says how a nutrient affects disease risk or a nutrient claim that describes the nutrient in a food). FDA does not approve or authorize structure/function claims but do for health claims and nutrient claims. Rather, manufactures are responsible for ensuring that they are accurate and not misleading.
Examples:
- Structure/Function Claim- antioxidant (vitamin C) berries are “immune boosting” or ….” “iron builds strong blood”
- Health Claim- “a diet low in saturated fat and cholesterol may reduce the risk of heart disease”= the food must be low in both fat and cholesterol; FDA examined the scientific evidence and established a clear link between the diet and health.
- Nutrient Claim- “fat free” = the food must have less than .5 gram of fat per serving
Problem to be resolved?
There is a new Front-of-Package Labeling Initiative. Under the leadership of Commissioner of Food and Drugs Margaret Hamburg, M.D., reliable nutrition labeling of food products is a top priority for the FDA and soon will propose guidance for the industry regarding nutrition labeling on the front of food packages, and plans to work collaboratively with the food industry to design and implement innovative approaches to front-of-package labeling that can help consumers choose healthy diets.
While we wait for this new labeling regulation, use my tips and read more on how to read food labels:
Link to FDA for many tools on How to Read Food Nutrition Facts Label and use it to make healthy choices

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