Research Report Has Cereal Marketers Playing Defense

Kids’ Cereals Pour on the Sugar and Sodium (USA Today)

Research on Cereal and ChildrenHere is a scathing research report that has some marketers in the U.S. scurrying for cover.? Not only is it produced by a credible research center, it also has the resources to be well publicized (it was picked up by many media outlets).? The report titled Evaluating the Nutrition Quality and Marketing of Children?s Cereal by the Rudd Center for Food Policy and Obesity at Yale University challenges the marketing activates of major cereal manufacturers by looking at how they direct their marketing campaigns (see more about this research at this website).

The results are not pretty for the manufacturers.? The full report offers excellent insight into how cereal is marketed including a look at how promotional activities take place through television, in-store and Internet.

The average preschooler sees 642 cereal ads a year on TV. Most are for types with the worst nutrition ratings.

The report calls for U.S. government regulation for how cereal is promoted to children.? What is the likelihood that this will happen?

Image by Brandon Koger