Search results: Cereal

At last the FDA is going to take a look at those confusing symbols on food packages purporting to tell you how healthy the products must be. PepsiCo uses green “Smart Spots.” Kraft uses green “Sensible Solutions.” Just about every breakfast cereal sports symbols indicating that they are low in fat, lactose-free, high in fiber, containing whole grains, and so forth. These are unregulated health claims, although the companies would argue that they are just providing information. As the FDA politely puts the matter, “Although each symbol intends to indicate that the food product bearing the symbol is a healthful choice, each symbol program has different nutrient requirements.” Indeed. The FDA will hold hearings on this topic on September 10 and 11 to solicit information and comments. If you have thoughts on whether companies should be allowed to use these symbols or scoring systems, or whether the FDA needs to establish firm criteria for their use, now might be a good time to let the agency know.

The FDA has just announced the opportunity for anyone interested to comment on how the agency plans to evaluate the scientific validity of health claims on food labels as a basis for allowing them. In case you haven’t noticed, just about every product in supermarkets boasts some health benefit, no matter how absurd the idea that eating a particular breakfast cereal might really prevent you from getting heart disease. Health claims are not really about health. They are about selling food products. So any time the FDA tries to deny a health claim, the company takes the agency to court. The courts say the First Amendment protects commercial speech so food companies can say pretty much anything they want to about the health benefits of their products. The FDA keeps trying to require some basis for scientific substantiation of health claims and this is its latest effort. I put “rules” in quotes because its new guidance document represents the FDA’s “current thinking on this topic. It does not…operate to bind FDA or the public.” My opinion: health claims should be allowed on food products. Foods are foods; they are not drugs and health claims are invariably misleading. Never mind. It’s too late for that. But at least let’s require some evidence for health claims. If you want to weigh in on this issue, here’s your chance. The FDA wants comments by September 7.

I always worry that when it comes to preventing childhood obesity, food companies that make junk foods for kids are stuck. They must continue to increase sales every quarter in order to please stockholders. This requirement forces them to engage in contradictory activities. Take a look at what Parke Wilde, a professor at Tufts, has to say on his blog about Kellogg’s new Froot Loops cereal straws and decide for yourself.

A reader in California writes: Hello, I am reading your book, what to eat, overall I am very much enjoying it, but I have noted a few things that I have to disagree with you on. One in particular regards Flaxseeds as a source for Omega-3 fatty acids…I am well aware that Flaxseeds are a great source of Omega-3 fatty acids, but they also have a very dense husk. My understanding is that if you eat the Flaxseeds in their whole form your digestive system is not able to breakdown the outer casing of the seeds and allow for the absorption of the fatty acids contained inside…You seem to believe that you can absorb the fatty acids in flaxseeds while they are in their whole form and I would love to hear back from you about the basis for your opinion.

My response: The writer is referring to a comment in What to Eat about a cereal said to contain 2,000 milligrams of omega-3 fatty acids per 2-ounce serving. The question is whether any of that is usable. I would assume that the seeds have been broken during processing so that some of their fats can be absorbed, but I am unfamiliar with research on this question. Readers: do you know anything about this? If so, please post.

In an announcement quite similar to one made by Kraft a few years ago, Kellogg today said that it will stop promoting most of its junk foods to children under age 12 (see news release). Here is my comment:

Kellogg has been one of the most active companies in marketing junk foods to children—sugary cereals, Pop-Tarts, and Cheez-Its come to mind (see the chapter on “Foods Just for Kids” in What to Eat). That is why Center for Science in the Public Interest singled Kellogg out as a target for a potential lawsuit. Kellogg responded by taking a good hard look at company practices and agreeing to fix some of the worst. Let’s give the company credit for making impressive promises. But the proof will be in what it actually does. If Kellogg starts to lose sales as a result of the promised changes, the improvements are unlikely to last and the company will find other ways to market its products to kids. I say this because my conversation with a Kellogg official earlier this week was a word-for-word duplicate of one I had with an official of Kraft a few years ago when Kraft announced that it was reformulating its products and would be limiting its marketing to kids. Kraft did indeed make some of its promised changes but as some students of mine demonstrated last year, the company is still actively engaged in marketing junky foods to children (see paper by Lewin et al). I think food companies are in an enormously difficult position on this issue. Even if they want to do the right thing and really care about kids’ health, their primary responsibility is to meet stockholders’ investment expectations. If the reformulated products don’t sell, or if overall sales decline, the companies will be forced to find other ways to generate income. Let’s hope Kellogg is able to do what it promises, and that other companies immediately follow suit.