Sugar has been an important part of our diet for years, as it is an important form of carbohydrate and a good source of energy, especially for the brain. Concerns have been raised, however, about the rapid rise in sugar intakes in the Arab Gulf in recent decades.1
Food Based Dietary Guidelines for the Arab Gulf recommend reducing the intake of foods and drinks that are high in sugar, including measures such as not adding sugar to drinks, reducing the consumption of canned juices and soft drinks and reducing the intake of chocolates and sweets1.
Sugar in breakfast cereals contributes less than 5% of daily sugar intake in Europe - where breakfast cereal consumption is far higher than in the Arab Gulf2. Sugar adds taste, texture and enjoyment to cereal, while encouraging the consumption of fibre, vitamins and minerals — essential nutrients that adults or children might not otherwise get enough of from other meals.
Since 2007, we have reduced the sugar content of Kellogg cereals world-wide. The Kellogg’s range of breakfast cereal includes over 20 products across the Arab Gulf, the sugar content of which ranges from less than 0.5 teaspoon (Rice Krispies®) to 2 teaspoons per serving (Coco Pops®, Frosties®). In fact, a bowl of cereal with milk contains less sugar than many other breakfast alternatives Scientific studies show that people who eat breakfast cereals, regardless of their sugar content, tend to be slimmer than those who don’t3,4.
Kellogg’s Corn Flakes ½ teaspoon
Kellogg’s Bran Flakes 1 teaspoon
Kellogg’s Frosties or Kellogg’s CocoPops 2 teaspoons
Labneh/plain yogurt (150g) 1.5 teaspoons
Dates (50g) 3 teaspoons
Orange juice 3.5 teaspoons
Mango juice (canned) 4 teaspoons
1 medium banana (100g weighed without skin) 4 teaspoons
To help consumers see exactly how much sugar is in each serving, we’ve clearly labelled each pack. This shows what the daily sugar intake should be, and how much is in the product on which the label appears.