Frosties has been identified as the most sugary breakfast cereal marketed to children, according to new research, as new restrictions on junk food advertising come into effect across the UK.
From April, foods and drinks high in fat, salt and sugar (HFSS) can no longer be advertised on television before 21∶00 or online at any time. The measures are part of a government effort to reduce childhood obesity and limit children’s exposure to marketing of less healthy products.
The findings, from nutrition experts at Stem Protect, highlight the level of sugar in many cereals commonly promoted to families. Analysis showed that a standard 30g serving of Frosties contains 2.8 teaspoons of sugar, equivalent to 11.1g. This represents more than half of the NHS recommended daily free sugar limit of 19g for children aged four to six, before milk is added.
Crunchy Nut ranked second, with 2.6 teaspoons of sugar per 30g serving. Chocolate-based cereals such as Krave and Curiously Cinnamon contained around 1.9 teaspoons per portion. Several cereals were also found to contain more than five teaspoons of sugar per 100g, meaning sugar accounts for over 20 per cent of their total weight.
In contrast, Weetabix and Rice Krispies were identified as among the lowest sugar options, each containing less than one teaspoon of sugar per 30g serving. Both cereals were also higher in fibre and protein. The research found that cereals with higher sugar content often had lower fibre levels. Frosties contained just 2g of fibre per 100g, compared with 10g per 100g in Weetabix.
Low fibre foods are generally less filling and may contribute to increased hunger and snacking later in the morning. The study also examined the role of added vitamins and minerals, which are commonly used in marketing. Cheerios contained nine added nutrients, while several cereals, including Frosties and Rice Krispies, contained eight.
However, researchers warned that fortification can give a misleading impression of health. Mark Hall, Director and Co-Owner at Stem Protect, said added vitamins do not offset the impact of high sugar levels. He said fibre and protein are important for helping children feel full and maintain concentration, while sugar-heavy breakfasts are more likely to lead to energy dips.
The research also highlighted differences in vitamin and salt content across brands. Frosties, Rice Krispies and Coco Pops contained higher levels of Vitamin D, while some cereals contained none. Rice Krispies had the highest salt content, while Weetos had the lowest.
Cheerios was the only cereal identified as containing added Vitamin C. With the new advertising restrictions now in place, experts are encouraging parents to look beyond packaging claims and review nutritional information more closely. They advise checking sugar content per serving and considering fibre and protein levels when choosing breakfast options.
