Cereals eaten by Irish children contain massive amounts of sugar and none can be considered healthy, according to a new survey.
Not one of 36 children's cereals surveyed by the Consumers' Association of Ireland (CAI) scored a healthy rating, meaning they are high in fibre and low in sugar, salt and saturated fat.
Two-thirds contain at least 30 per cent sugar.
A separate survey of 51 adults' cereals gave just eight products a healthy rating. And of eight mueslis surveyed, none was ranked healthy, again because of high sugar levels.
"Many cereals contain high levels of sugar, fat and salt and low levels of fibre, yet they claim to be 'healthy' and an ideal way to start the day," according to the report, published in Consumer Choice magazine.
It says consumers find it difficult to make healthy choices for breakfast because marketing "spin" and nutrition claims made out of context leave them "misinformed, misunderstanding and misled".
The CAI says consumers should be aware of nutritional claims on labels. "Each claim only relates to one aspect of the product, and is meaningless if the overall content of the product is unhealthy."
While cereals contain valuable nutrients in most cases they also contain high levels of sugar, salt or saturated fat, forcing customers to settle for a semi-healthy compromise.
Overall, however, salt levels in cereal products are dropping, the survey found.
The children's cereal with the highest level of sugar is Dunnes Stores Choco Rice (38.4 per cent), followed by SuperValu Choco Krunchies, SuperValu Frosted Flake and Tesco Choco Snaps (all 38 per cent) and Kellogg's Frosties (37 per cent). In contrast, SuperValu Shreddies contain just 1 per cent sugar.
Most children's cereals had low levels of fibre and while saturated fat levels were generally low, there were exceptions, such as Kellogg's Coco Pops Straws which had very high levels (6 grams of saturated fat per 100g).
One in five Irish children are overweight or obese, the CAI says, and children often have little concept of healthy food. "Marketing and advertising to children has its place, but industry needs to act in a responsible way and make healthy choice more available."
Among adult cereals, the healthiest options were Weetabix and other brands of wheat-based cereal.The highest sugar levels were recorded in Kellogg's Crunchy Nut Corn Flakes (35 per cent). In contrast, regular Kellogg's Corn Flakes contain 8 per cent sugar but scores badly on fibre and salt content. Kellogg's Special K recorded the highest levels of salt.
The CAI also surveyed the rapidly-growing cereal bar market and found that not one of the 32 bars merited a healthy ranking. All 32 bars had at least twice the recommended levels of sugar.
Overall, porridge emerges as the healthiest breakfast option, with all eight brands surveyed containing high fibre and low salt, sugar and saturated fat.