Search results: Cereal

I’ve written many times about the Grocery Manufacturers Association (GMA), an organization so locked into the interests of its food-company donors that you can count on it to vehemently oppose every consumer-friendly measure that gets proposed.

A couple of weeks ago, Politico’s Helena Bottemiller Evich and Catherine Boudreau wrote what they discovered about the unraveling of the GMA: the big Washington food fight.

The defectors so far:

• Campbell Soup
• Nestlé (my non-namesake)
• Dean Foods
• And, most recently, Mars.

Mars says:

At this time, we believe we can more effectively drive our business objectives and meaningful progress for our categories and consumers by working with other like-minded companies and through other sector-specific trade associations and collaborations.

What’s going on?  Easy.  GMA just isn’t keeping up with today’s marketplace.

Politico’s analysis (these are quotes):

• Companies are increasingly under pressure to find growth in a market where more and more consumers are seeking healthier fare, whether they’re buying organic baby food, cereal without artificial colors or meats raised without antibiotics.
• As legacy brands lag, food companies have two options: Change to compete or buy up the new brands that are already growing rapidly.
• With each episode of discord, both internally and publicly, it becomes harder for GMA to convince its members to pay fees to belong to a trade group that’s rife with division and, at times, fights against issues they either don’t want fought or don’t want to be associated with.
• “More than one food industry lobbyist has told me that they spend more time lobbying their industry association than they do Capitol Hill,” said Scott Faber, vice president of government affairs at the Environmental Working Group.
• Many in Washington think GMA has been tone deaf as it has, in some cases, kept up lavish spending even as its members are cutting costs and laying off workers to meet their quarterly targets.
• “I don’t know a single challenger brand that’s said ‘hey, I need to join GMA,'” said John Foraker, the founder and former CEO of Annie’s.

My favorite quote comes from Jeff Nedelman, who was a VP of communications at GMA during the 1980s and ’90s: “To me, it looks like GMA is the dinosaur just waiting to die.”

May it rest in peace.

Charles Platkin of Hunter’s Food Policy Center sent me this photo taken on the subway a week or so ago.

A croissant to advertise the school system’s breakfasts?

Charles and a colleague greatly favor the school breakfast program, but the ad?  Not so much.  They discuss it in a post: “Unhealthy Health Advertising May Stimulate Eating and Send the Wrong Message.”

Here’s my quote:

“I’m in favor of kids getting breakfast in schools. It saves lots of problems for parents and ensures that kids start the day with some food in their stomachs. It’s wonderful that the New York City Schools are doing this. With that said, the devil is in the details. I assume that all breakfasts meet USDA nutrition standards.

But croissants? These can be delicious—all that butter–but I wouldn’t exactly call them “healthy” and I’m wondering whose bright idea it was to choose that item to display. Looking at the menus for December, they are largely grain-based—bread, granola, tortillas, bagels, cereals, and the like—along with fruit and milk.   I think they look pretty good—they certainly could look a lot worse–but the proof is in the eating. Some parents will hate these breakfasts (too much sugar, too many packages, not enough protein). Others ought to be grateful. Ideally, cooks would be making delicious hot breakfasts for kids in school but that isn’t going to happen and from my standpoint this is a reasonable compromise. Presumably, kids who ate breakfast at home won’t need or take these items. I’d like to see them in action to really get an idea of how this is working.

Advocates have been pressing USDA for years to (1) get data on what SNAP recipients buy with their benefits, and (2) permit pilot studies of what happens to purchases of soft drinks if you exclude them from the benefit package.

In 2012, I did a post on the 2012 SNAP to Health report.  Its recommendations:

1.  Protect SNAP benefits.
2.  Collect data

Lots of people have been trying to get USDA to produce data.  Anahad O’Connor, the author of the New York Times account, filed a Freedom of Information request with USDA.  In response, USDA sent him a report it had commissioned from IMPAQ, a “beltway bandit” consulting firm.  His story is here (I’m quoted).

Now we have a partial answer.  IMPAQ analyzed data from one large, unnamed retailer (could it be Walmart?).

Here’s USDA’s summary of the study (and here’s the complete study).

The USDA says the study shows that SNAP recipients buy pretty much the same amounts of what everyone else buys.

Summary category data show that both SNAP and non-SNAP households focused their spending in a relatively small number of similar food item categories, reflecting similar food choices. The top five summary categories totaled about half of the expenditures for SNAP households and non-SNAP households (50 versus 47 percent). Commodity-level data (in the full report) show that both SNAP and non-SNAP households made choices that may not be fully consistent with the Dietary Guidelines for Americans.

My reading of the report suggests that in this study, SNAP recipients spent more of a combination of their SNAP benefits and their own private money on:

• Sugar-sweetened beverages
• Hamburger
• Frozen meals
• Salty snacks
• Lunch meats
• Flavored milk
• Kids cereals
• Frozen French fries
• Convenience foods in general
• Infant formula

The report does not discuss why these differences might exist but it would be interesting to find out.

If sugar-sweetened beverages really comprise 9.5% of purchases, that comes to $6 billion a year.

That’s why taking them off the list of eligible foods is worth a try.

Recent SNAP news

The USDA is sponsoring a pilot project to allow SNAP participants to buy foods online from certain retailers, including Amazon in three states, Fresh Direct in New York, and various grocery chains in other states.

The idea is to make it easier for SNAP participants to get access to healthier foods.

I hope the USDA is keeping score on what gets bought online, and whether foods cost more.  The benefits are not allowed to be used for delivery costs.

I always like to share FoodNaviagator-USA’s special editions—collections of articles on one theme, in this case, what’s happening with snacks from the industry’s perspective.

Special Edition: Snacking trends 

What’s hot in snacks? Sprouted grains? Posh jerky? Chickpeas? Gourmet marshmallows? What’s the difference between a meal and a snack, or are the lines becoming increasingly blurred? What’s a suitable portion-size? This FoodNavigator-USA special edition explores the hottest new trends and brands in the market.

• Consumers want tooth-friendly confectionery treats: Consumers don’t want to compromise – they want both sweet treats and good oral health. And of course great taste! Learn how Zerose^® erythritol delivers with this infographic highlighting a recent clinical study and proprietary consumer research…   Click Here
• yusō founder: The next generation of snacks is fresh, satisfying and healthy: Japanese onigiri – protein-filled sticky rice balls wrapped in crunchy seaweed – are gaining traction in US restaurants. But if yusō founder Sarah Sturtevant has her way, they could also give retailers convenient new savory options in their emerging refrigerated snacking sets… Read
• Serial snacker: Can Jason Cohen strike CPG gold again with Road Crew Crunch? Most entrepreneurs are lucky if they strike CPG gold once. Jason Cohen has done it multiple times, and reckons he could be onto a winner again with Road Crew Crunch, a simple combination of chocolate, nuts, rice and pretzels he discovered on a family vacation in Vermont… Read
• Perfect Bar CEO: The refrigerated snacking category is on fire: Getting retailers to give up valuable space in the chiller for nutrition bars was a tough sell when Bill Keith first started knocking on doors in 2006. Today, Perfect Bars are the third best-selling snack bar in the natural channel, and their success has prompted many retailers to completely rethink the way they merchandise snacks… Read
• Crunchsters secures financing to bring sprouted mung beans to the US snacks aisle: Most Americans are pretty clueless about mung beans, but Crunchsters – a Boulder-based start-up determined to put them on the culinary map – reckons it’s only a matter of time before the protein- and fiber-packed beans become an essential part of every retailer’s healthy snacks set… Read
• BjornQorn’s mission-driven sun-popped corn attracts both buyers and brand collaborations: The Brooklyn-based small-batch popcorn brand saw its sales double after a collaboration with Jeni’s Splendid Ice Cream, which used the snack in one of its summer flavors… Read
• Baby and toddler snacks often fall short on nutrition while marketing misleads parents, review reveals: Food manufacturers should voluntarily expand the Children’s Food and Beverage Advertising Initiative for improving food advertising to children to include marketing of baby and toddler food and drinks, the Rudd Center for Food Policy and Obesity recommends after it found marketing for baby and toddler snacks are likely to mislead parents about nutritional content… Read
• Startup brand DNX Bar bets on the meat bar category: Distributor United Natural Foods has signed a deal to distribute DNX Bar’s beef and bison meat bars. Founder John Rooney believes it’s a sign that the meat snack category is poised to exit the ‘trendy’ realm and become a new snack-aisle staple… Read
• Quinn Snacks removes more than gluten from pretzels, shows consumers its supply line: Historically consumers who wanted a gluten-free alternative to a wheat-based product had to sacrifice nutrition, taste or accept the presence of other common allergens in the ingredient list. .. Read
• Pasta Chips secures $3m cash injection: Pasta Chips has secured a $3m investment from Advantage Capital Agribusiness Partners, LP (ACAP), along with Silas Capital and Emil Capital Partners… Read
• What’s the size of the sprouted food prize? To Your Health Sprouted Flour Co – the Alabama-based supplier of the organic sprouted grains in Kashi’s cereals – has expanded its facility for the third time to meet surging demand, says founder Peggy Sutton, who is predicting revenues of $6m in 2016, 10-years after she first started sprouting grains in mason jars in her kitchen. .. Read
• Full of beans? BRAMI lupini bean snack firm raises $1.5m in seed funding round: BRAMI, the New York-based brand bringing the Mediterranean lupini bean to the snack aisle, has closed on a $1.5m seed round of funding led by Lerer Hippeau Ventures, AccelFoods and Enlightened Capital… Read
• Malted milk helps startup root cookies in nostalgia & be on cutting edge of current trends: The founders of startup Malt Shop Cookies are hoping to jumpstart their new ecommerce business by launching on Cyber Monday the online sale of their line of malted milk cookies before expanding into more traditional brick and mortar stores next year… Read
• Pulse Innovation Forum highlights: Introducing lupini beans, and do we need a ‘Got Milk?’ style campaign for pulses? From terminology (do US consumers get the word ‘pulses’?), to positioning (what are the key selling points?), and how to deal with flatulence questions, the recent FoodNavigator-USA Pulse Innovation Forum covered a lot of ground. Here are some of the highlights from the 60-minute session, supported by Ingredion, which is now available on demand. .. Read
• FOOD VISION USA 2016… THE TRAILBLAZERS: Hippeas carves out new territory in snacks, ‘What really gives me confidence is the level of consumer engagement’ Give peas a chance? It’s tough breaking into the ultra-competitive snacks market with a brand that resonates across all retail channels, but Hippeas – one of three winners in this year’s trailblazers challenge at Food Vision USA – has managed to pull it off. So what is founder Livio Bisterzo doing differently?.. Watch now
• Startup The Little Kernel shows when it comes to RTE popcorn smaller can be better: Based in part on the idea that good things come in small packages, the founders of The Little Kernel earlier this year launched a line of tiny pre-popped popcorn, which they say is sweeter, crunchier and easier to eat than regular sized popcorn because it won’t get stuck in consumers’ teeth… Read
• New Pop sets itself apart in crowded RTE popcorn category by offering first ‘skinless’ option: Already recognized by many as the epitome of a convenient and better-for-you snack, ready-to-eat popcorn is about to become even healthier and easier to enjoy, claim the founders of New Pop as it makes its US debut… Read
• Four emerging trends to watch in snacks in 2017: From sour and heat combinations to charred flavors and California garlic, Sensient Natural Ingredients outlines key flavor/ingredient trends to watch in the snacks category in 2017… Read
• Pure Growth Organic seeks to make organic accessible & acceptable to children: Rightly or wrongly, organic snacks often are stereotyped as “esoteric” products that sacrifice flavor and fun for nutrition and are “hard on the wallet” compared to their conventional counterparts, according to the CEO of Pure Growth Organic… Read

This is one of FoodNavigator-USA’s special edition collections of articles on similar themes, in this case food labeling and lawsuits over labeling issues.  These are a quick way to get up to speed on what’s happening from a food industry perspective .  FoodNavigator introduces this collection:

Food and beverage companies have faced a tsunami of false advertising lawsuits over the past five years. But how big of an issue is this for the industry, who has been targeted, and what strategies are working, both for plaintiffs and defendants in these cases? In this special edition, we also look into labeling issues and trends, from healthy, Paleo and grass-fed claims to NuTek’s potassium salt petition.

• FOOD LITIGATION 101: Are you up to speed?  There have been hundreds of class action lawsuits directed against food and beverage companies in recent years over everything from evaporated cane juice to Non-GMO claims. But has the false advertising litigation trend peaked, and if not, what are the new areas of vulnerability for food companies? .. Read
• More farm-related claims to appear on pack, Innova Market Insights forecasts: Now that clean label has moved on from being a trend to becoming “the new rules of the game,” Innova Market Insights predicts more brands will rely on ‘farm to fork’ claims and bucolic imagery as a differentiator… Read
• Paleo certification requests have doubled annually, scheme embraced by ‘household names,’ says Paleo Foundation: Demand for Paleo-certified products are on the rise. But is the diet – and the certification scheme – based on sound science? We chat with Paleo’s critics and proponents to get the inside scoop… Read
• Dairy from cows fed GM feed is not ‘all-natural’, alleges lawsuit vs Dannon – but will it fly?  Has the FDA’s probe into ‘natural’ claims on food labels put a stop to the tidal wave of false advertising lawsuits engulfing food manufacturers? Not if a new complaint against Dannon is anything to go by, which also delves into the thorny issue of GMOs, another area currently being scrutinized by regulators. .. Read
• Future of Nutrition Facts, menu labeling & food safety are unclear under Trump, CSPI says: While President-elect Trump’s position on food policy is relatively unclear still, changes to the exhaustively researched and intensely debated Nutrition Facts label, menu labeling rule and food safety regulations could all be on the chopping block under the new administration, warns a top nutrition policy expert… Read
• Comments in FDA docket reveals consumers’ shifting perceptions of ‘healthy’: If the FDA’s decision to wade into the ‘natural’ debate seemed like an act of sadomasochism, its decision to re-examine the criteria underpinning ‘healthy’ claims on food labels looks set to be equally painful, judging by the first wave of public comments filed in the docket… Read
• FDA hints at how conventional foods can make structure/function claims: For the first time, FDA weighs in on what marketers must have on hand to support claims about conventional foods’ direct impact on consumers’ bodies. .. Read
• Soup-To-Nuts Podcast:The rise & future potential of grass fed claims: Grass-fed claims on products are a beacon for consumers who are health-conscious, want minimally processed food and care about animal welfare, and as such manufacturers increasingly are using them on products across categories and channels to drive up sales sharply… Listen now
• ProTings closes $1.2m financing round, changes name to Protes after spat with Original Tings: Brooklyn-based pea protein chip pioneer Proformance Foods has closed a $1.2m financing round led by a leading CPG company, and changed its brand name from ProTings to Protes following a trademark dispute with B&G Foods, which owns the Original Tings brand… Read
• Vox Pop: Consumers had this to say about GMO labeling…On the heels of President Barack Obama signing into law a federal bill requiring the disclosure of genetically modified organisms (GMOs) on packaged food and beverage products, we at Beverage Daily and FoodNavigator-USA asked consumers at a downtown Chicago farmers market what they thought of GMOs… Watch now
• Are ‘GMO-free’ (as opposed to ‘non-GMO’) claims legally defensible? As the Non-GMO Project states on its website, ‘GMO-free’ claims are “not legally or scientifically defensible due to limitations of testing methodology” coupled with cross-contamination risks. In future, however, that could change as testing methods become more sophisticated, predicts Clear Labs, a Californian start-up which recently hit the headlines after identifying human and rat DNA in hamburgers [albeit within safe parameters]… Read
• Label Insight: Your SmartLabel landing pages could become more important than your website or facebook pages: While the SmartLabel initiative has been dismissed by some as an elaborate conspiracy by big food companies to avoid mandatory on-pack GMO labeling statements, it will ultimately have far broader significance – and potentially a huge impact on how consumers view all food and beverage products – predicts product data and image platform Label Insight… Read
• House approves federal GMO labeling bill that nullifies Vermont law: The US House of Representatives has voted to pass a federal GMO labeling bill (306:117 votes) that would pre-empt and nullify all state-led GMO labeling laws including the one that has just come into effect in Vermont. .. Read
• Hampton Creek to settle worker classification lawsuit: Just Mayo maker Hampton Creek – one of a growing number of food companies sued for allegedly misclassifying workers as independent contractors as opposed to employees – is settling its case in order to avoid the hassle and expense of protracted litigation, court documents show… Read
• Kellogg, Post & General Mills urge courts to toss ‘meritless’ sugar lawsuits: Kellogg, General Mills and Post Foods have urged the courts to ditch high-profile lawsuits over the sugar content in their cereals, on the grounds that their claims are pre-empted by federal law and that no reasonable consumer would find their labels to be false or misleading… Read
• Dole Foods 9th Circuit ruling reignites all-natural lawsuit, ’emboldens plaintiff’s bar’: The Ninth Circuit Court of Appeals has reversed (in part) a lower court’s ruling that Dole Foods’ ‘all natural fruit’ labeling likely isn’t deceptive, resurrecting a four-year-old lawsuit, and giving fresh ammunition to plaintiff’s attorneys pursuing ‘all-natural’ cases… Read
• Parties clash over Welch’s ‘made with real fruit’ fruit snack label claims: Reasonable consumers may well be misled by the packaging of Welch’s fruit snacks, a magistrate judge has concluded, prompting a lengthy rebuttal from the defendants in court documents filed this month. .. Read
• Shoppers aren’t confused by our labels, Chobani tells court: ‘Plaintiffs count on a consumer who is a veritable fool’: A false advertising lawsuit alleging that Chobani’s labels are confusing and deceptive, paints American consumers as credulous fools unable to apply common sense when they go shopping, argues the yogurt maker in court documents urging the judge to toss the case… Read
• GMA to FDA: Sodium reduction guidance must be re-worded or industry will face a tidal wave of ‘frivolous litigation’: Two years isn’t enough time for food manufacturers to make the kind of reductions in sodium that the FDA is asking for, says the Grocery Manufacturers Association (GMA), which also urges the agency to tweak the wording of its guidance in order to avoid “a wave of frivolous litigation.”.. Read
• American Bakers Association backs ‘potassium salt’ petition: It sounds more clean label: The American Bakers Association (ABA) has joined the CSPI, Unilever, and other food manufacturers in voicing its support for a citizen’s petition asking the FDA to permit ‘potassium salt’ as an alternate name for potassium chloride on food labels, while the Salt Institute remains resolutely opposed… Read

I’ve written about fats and carbohydrates this week, so how about I end the week with Bakery & Snacks’ special edition (compendium of articles) on protein.  Bakery & Snacks is a newsletter aimed at this industry which, as you might expect, is highly interested in the marketing potential of protein.

Reminder: most Americans consume twice the protein needed, which makes protein a non-issue for most of us.  Bakery & Snacks says:

There’s little sign of us losing our appetite for protein – with around a third of global consumers seeking foods high in protein [Nielsen 2015].

But that’s not to say the market isn’t changing – and that those in the industry may need to change with it.

In this special edition newsletter, we look at topics including: the questions to be asked when using protein in a baked good or snack; whether consumers need more education around protein; how poultry and seafood are transforming meat snacking; and what the protein boom means for retail product mixes.

• Lessons to learn: Could protein snacks shoppers be better informed? High-protein food has made the leap from diet and fitness fad to mainstream food trend quicker than a CrossFitter can swing a Kettlebell… Read

• Right tool for the job: Protein fortification of baked goods and snacks: Experts from food and drink advisory service Campden BRI look at some of the key factors to consider when choosing the most suitable protein source for fortifying bakery and snacking products… Read

• Revealed: How protein boom is transforming snacks and cereal aisle: Analysis of supermarket listings has revealed how the protein boom is changing the mix of cereals and snacks on retailers’ shelves… Read

• Growing appetite: The proteins and flavors transforming meat snacks: Take a look at a supermarket or health food store meat snacks fixture and it’s clear the selection, flavor and formats are becoming more diverse… Read

• How to foster a buzzing edible insects industry: A Finnish project is to investigate the main hurdles and opportunities for the edible insect industry by linking up input from multidisciplinary players from relevant sectors. .. Read

• Sustainable protein from a global waste product: Enzymes key to rapeseed extraction: Using enzymes to extract protein from rapeseed press cakes in a sustainable and cost-effective way could transform 34 million tonnes of waste product into a valuable protein source, a Finnish scientist has said… Read

Wouldn’t it be useful if stores that accept SNAP benefits stocked some other real—as opposed to packaged—foods in addition to the apples, oranges, and bananas most of them now seem to carry (witness Walgreens)?

Congress thought so when it passed the 2014 farm bill.  This intended

to expand or preserve the availability of staple foods in underserved areas with moderate- and low income populations by maintaining or increasing the number of retail outlets that offer an assortment of perishable food and staple food items, as determined by the Secretary, in those areas.

In response, USDA proposed new regulations to improve what SNAP retailers had in stock.

The 2014 Farm Bill required USDA to develop regulations to ensure that stores that accept SNAP offer a broader variety of healthy food choices. The stocking provisions in the proposed rule would require SNAP-authorized retail establishments to offer a larger inventory and variety of healthy food options so that recipients have access to more healthy food choices. SNAP retailers would be required to offer seven varieties of qualifying foods in four staple food groups for sale on a continuous basis, along with perishable foods in at least three of the four staple food groups. The staple foods groups are dairy products; breads and cereals; meats, poultry and fish; and fruits and vegetables. In addition, the proposal calls for retailers to stock at least six units within each variety, leading to a total of at least 168 required food items per store.

Guess what?  Some retailers don’t like this idea.

What to do when you don’t like food regulations?  Go straight to Congress.

Now the House agriculture committee is complaining to USDA about the rule.  It says that USDA’s estimate of the cost per store ($140) is wrong.  Retailers say it will cost them $5000 per month to implement.

Who’s right?  Hence: politics.

The Congressional Black Caucus also wants the USDA to back off on this rule.  It says communities need these retailers (the quality of the foods they sell is not an issue, apparently).  Here is its letter.

Civil Eats has a good summary of the issues.

It troubles me greatly that SNAP divides advocates for the poor and advocates for health.  Don’t all of us want the recipients of federal food assistance to have access to healthful food choices?

A couple of weeks ago, I mentioned several new studies that elicited much media attention.  I am now getting around to them.

Let’s start with the article in the BMJ about newly discovered data from the Minnesota Heart Study purportedly casting doubt on the risks of saturated fat (here’s what the Washington Post said about it).

The BMJ article concluded:

Findings from the Minnesota Coronary Experiment add to growing evidence that incomplete publication has contributed to overestimation of the benefits of replacing saturated fat with vegetable oils rich in linoleic acid.

I’ve been at this game long enough to guess that any statement suggesting that everything you thought you knew about nutrition is wrong ought to raise red flags and call for more than the usual degree of skepticism.

Here are some sensible and, yes, skeptical comments about this study:

From Julia Belluz of Vox

But there were a few major problems with the research. The study involved men and women of an average age of 52 who had been admitted to a nursing home and six state mental health hospitals because they were sick. The researchers who conducted the meta-analysis note the “results are not necessarily generalizable to populations without mental illnesses or living outside nursing homes.”

Another issue: The study followed 9,423 women and men, but only a quarter of the participants followed the diets for more than a year. Altering one’s diet for a short period of time — especially in old age — would not necessarily affect one’s long-term health risks….

…Some of the biggest controversies surround saturated fats. Scientists disagree about the extent to which saturated fats contribute to important health outcomes like heart disease, stroke, and cancer. The available research does suggest, however, that there are health benefits from replacing saturated fats with unsaturated fats in the diet, and that eating lots of nutrient-poor carbs (like sugary cereals, soda, and white bread) instead of fat is a bad idea.

From David Katz, to whom I am often grateful for taking on such things, writes that this study

tested something that nobody expert in nutrition is recommending: an extremely high dose of omega-6, linoleic acid…we already got the memo that this is a dubious proposition.

With all due respect to the BMJ authors, I personally found it a bit odd that they stated the following: “A key component of dietary guidelines has long been to replace saturated fat with oils rich in linoleic acid…” The current Dietary Guidelines for Americans, let alone the far better 2015 Dietary Guidelines Advisory Committee Report, make no such recommendation. Searching for any mention of linoleic acid, I found it only in the appendices in the context of descriptions and definitions, not in any of the actionable guidance. While the current Dietary Guidelines do recommend limiting saturated fat intake, the replacement encouraged is a balance of healthful oils, such as olive, and the fats found natively in, as noted, nuts, seeds, avocado, and fish.

From Martijn Katan, the Dutch lipid biochemist who did the original work demonstrating the cholesterol-raising effects of trans fats, writes in an e-mail:

I have not had time to study the BMJ article on the Minnesota Heart Study in detail. However, some of my colleagues did, and I think that their conclusions are correct:

1. The randomized trial itself showed no effect on disease or death
2. This was to be expected because most subjects were on the diet for less than 1 year. This was due to the change in regime for psychiatric patients that took place during that period, which essentially caused the trial to fail. Lowering cholesterol by 14% for one year does not noticably affect CVD risk.
3. The relation of a larger fall in cholesterol with a larger risk of mortality did not emerge from the randomized study; subjects were not randomized to various levels of cholesterol lowering. It is an observational association. The question than arises which causes which. Various occult diseases, notably cancer, cause cholesterol to fall as the disease progresses. This also explains the association seen in observational studies between low cholesterol and cancer. That observation led me to think up in 1985 the technique now known as ‘Mendelian Randomization’ [1]. Application of that technique showed that the association of low cholesterol and cancer is indeed spurious [2].

The only new thing about the present study is that they revived the long disproved hypothesis that lowering cholesterol causes various diseases. Hundreds of thousands of patients in statin trials have proven this wrong….

[1] Katan, M.B., 1986. Apolipoprotein E isoforms, serum cholesterol, and cancer. Lancet 1, 507–8.

[2] Trompet, S.,et al ., 2009. Apolipoprotein E genotype, plasma cholesterol, and cancer: a Mendelian randomization study. Am J Epidemiol 170, 1415–21.

My bottom line on this one

It confirms the value of basic dietary advice: Eat a variety of relatively unprocessed foods, mostly plants (fruits, vegetables, grains, beans, nuts), balance calories, and enjoy what you eat!

Do this and food fatty acids will balance out too and you won’t need to give them another thought.

The moral

Whenever you read a headline suggesting that everything you know about nutrition is wrong, roll your eyes, eat something delicious, and wait for confirming studies to come along before deciding to ignore that basic advice.