Cereal Offenders

Under pressure, makers of breakfast cereals aimed at kids are reducing sugar in some of their products, but in many cases they are raising the amount of salt to improve flavor and keep the kiddies hooked, according to a new report (pdf), "Cereal Offenses," from Consumer's International.

That's bad enough, but the report makes it clear the promises of cereal makers to reduce sugar content in many cases amount to little more than public relations.

And not even competent public relations. Nesquik, a chocolaty cereal made by the Swiss food giant Nestle, is 36 percent sugar - more than ice cream, Consumers International says. The Wall Street Journal asked a Nestle spokeswoman about that, and paraphrased her response thusly: "even cereals with sugar can be nutritional," and it is "unfair to blame cereal for obesity when other factors are important, including exercise."

Sure. And it's unfair to blame methamphetamine use for brain damage, when other factors are important, including paint-huffing.

The spokeswoman, Hilary Green, also said: "I have three children. They eat Cini Minis [another sugary cereal], but they don't eat them every meal."

So that's today's lesson for parents: as long as your kids aren't eating sugar-laden cereals for lunch, dinner and afternoon tea, you're OK.