Though many food products companies have improved the quality of breakfast cereals for children over the past few years, its still the least nutritious products that are displayed in their ads, according to a Yale University report.
The findings of the report come to a U.S. background where approximately 12.5 million young children and teens are affected by obesity problems. According to CDC, obese children are at a higher risk of developing cardiovascular disease, like high blood pressure and cholesterol and prediabetes, bone and joint problems, sleep apnea, social and psychological problems like stigmatization and poor self-esteem. Following a healthy lifestyle, with a healthy eating habit and physical activity can help in preventing the young generation becoming overweight.
"Children still get one spoonful of sugar in every three spoonfuls of cereal. These products are not nutritious options that children should consume every day," said lead researcher Jennifer L. Harris, director of marketing initiatives at the Rudd Center, in a statement.
The Yale Rudd Center for Food & Obesity examined and compared the nutritional quality of cereals available to children and the media coverage of the products from 2008 to 2011. The policy of the cereal companies to promote the unhealthy products has been a topic of discussion from a long time. Top companies like General Mills and Kellogg guaranteed to increase the quality of the children's cereals after the launch of the industry-led Children's Food and Beverage Advertising in 2006.
But in 2009, when Rudd Center released the first Cereal FACTS report, the findings pointed out that the least nutritional breakfast cereals are the most common promoted for young children.
The 2012 study examined the nutritional value of about 100 brands and 300 individual cereal types targeted at children, families and adults.
At the end of the comparative study, investigators found some improvement in the quality of children's cereals over the past years and companies decreasing advertising some products aimed through children's programmes, channels or websites. But despite the highest quality of cereals being marketed, a major rise in child-targeted ad for some unhealthy products was noted.
Compared to the quality of products aimed at parents, children's cereal products contain only half fiber, 56 percent higher sugar and 50 percent higher sodium.
"While cereal companies have made small improvements to the nutrition of their child-targeted cereals, these cereals are still far worse than the products they market to adults. The companies know how to make a range of good-tasting cereals that aren't loaded with sugar and salt. Why can't they help parents out and market these directly to children instead?" said co-author Marlene Schwartz, deputy director of the Rudd Center.
