Following campaigns against instant noodles, hot flavoured drinks, yogurts and juices, breakfast biscuits are the latest product to receive criticism from Action on Sugar over their sugar levels.

Findings from the group’s research, which analysed 39 breakfast biscuits sold in UK supermarkets, include:

• 46 per cent of breakfast biscuits surveyed contain the same or more sugars than a bowl (30g) of Kellogg’s Coco Pops
• Each product contained between one and four teaspoons of sugars per serving.

The group recognises that ‘some sugar in breakfast biscuits is naturally occurring due to ingredients such as fruit’, but adds that ‘many contain sugar that has been added by the manufacturer’ and is calling on the UK government to set regulated targets for manufacturers when it comes to reformulation.

Kawther Hashem, researcher at Action on Sugar, says, “Just because a product contains added vitamins and is promoted as a healthy option doesn’t necessarily make it the best option for breakfast on the go.

“Breakfast is the most important meal of the day; choose it wisely and don’t be misled into buying products that are convenient but not entirely healthy.”

The story has, of course, been picked up by many of the UKs news outlets, however it seems consumers arent being misled into buying such products, as Hashem suggests.

Comments in response to coverage of the story include:

• "How can anyone really be surprised at the sugar content of these biscuits? Do they think theyre made of kale?"
• "Scary that people still need educating on this. Its just a biscuit, what do you expect?"
• "Moderation, not demonising foods, is the key to healthy eating."

If memory serves, such products are promoted on their energy providing credentials, not health, and as we have heard from food industry leaders time and time again, demonising any one ingredient in the obesity debate isnt helpful. It seems consumers are on the same page.