Breakfast used to be so simple, but now when you walk down the cereal aisle, it’s like walking into a candy store. Just take a look at all the rainbow of vibrant colours, cartoons and free gifts aimed at children (and at their height).
By adding sugar to grain based cereals, has been dubbed cereal’s moment of original sin which led to unimaginable profits. It all started when you could buy grain for 75c and make $12 buy adding sugar, packaging and marketing.
And don’t be fooled that healthy wholegrain cereal full of fibre, dried fruit and fortified with vitamins is any healthier. The video shows you just how badly these ‘healthy wholegrain cereals’ stack up against Fruit Pebbles, and it ain’t pretty.
The invention of breakfast cereal was to be one of the world's first convenience foods. They are cheap to make and are seen as an easy answer to the hectic morning schedule. They have become nothing more than a bowl of sugar, corn or wheat, with milk and fortified with vitamins. They have become desserts
Now add in a glass of "natural, organic, healthy" fruit juice, and you have gone over your limit of sugar for the day, possibly the week. But trying to get people to understand why a wholegrain cereal and a glass of juice is so bad, is pretty much like hitting your head against a brick wall. That is the power of the food advertising and marketing industry.
Kellogg’s Special K has recently been banned from advertising in the UK their claim that their breakfast cereal is “nutritious’ and ‘full of goodness”. They also claim it makes a “nutritious start to the day”. Kellogg’s failed to support their health claims and therefor breached the advertising code.
Common cereals available in the supermarket today contain as much sugar as a slice of cake. If their ‘product’ is formulated within the current guidelines, it may be given a health tick or a health star rating. These products appear to be healthy but in fact are anything but - this is called the health halo.
Now sadly this doesn't stop at cereals, it is the same with granola bars, waffles with syrup, pop tarts, fruit yoghurts, organic orange juice and wholegrain chocolate cheerios. Yup - they're all sugar bombs.
In fact many cereals and breakfast goods are actually junk food in disguise. So ignore that picture of the barn on the front, the star ratings, the health tick or organic, gluten free labels. Read the ingredients and see how much sugar is in that product. We all know it’s not real food. Many people want to believe the advertising health claims so it takes the responsibility away from making their own decisions.
So what do we do? We stop reading the front of packets (advertising fluff and wonder) and start reading the nutrition panels. We vote with our wallets and stop buying these frankenfoods. No wonder 67% of consumers now want clearer labelling and fewer and simpler ingredients in their products.
So how about some grain free breakfast ideas, after all, starting your day with a dessert and drinking liquid sugar isn't really a great start to the day is it? And remember, healthy leftovers are an even quicker easier option for breakfast.
What do you serve for breakfast instead of sugar and grains?
An easy granola to make that has no sugars and no grains. You can even make it nut free if you have allergies.
Start your day with an egg. Simple, easy and so incredibly nutritious. Eggs are a complete food. Packed with protein, vitamins and minerals. There are so many ways to enjoy eggs for breakfast - boiled, fried, scrambled, poached. Simplicity at it's best.
If you have a little more time, or a weekend treat, make some traditional waffles but without the grains and the sugars. Have a slow breakfast every now and again.
These are great alternative to highly processed granola bars and sugar laden snacks. Make a double batch for school or travelling.
