Muesli's Sugar Shock: Premium Brands Rank Lower Than Chocolate Cereals
A recent investigation by Which? has uncovered a surprising truth about breakfast cereals, revealing that some premium muesli brands actually contain more sugar than chocolate-based options. The study assessed 86 popular products using the 2004 Nutrient Profiling Model (NPM), which calculates healthiness based on fibre, protein, sugar, and saturated fat to assign a definitive score.
Surprising Findings in the Cereal Aisle
While many consumers choose muesli for a healthy start to the day, the research found that expensive packaging and luxury branding do not always equate to better nutritional value. In a startling comparison, several muesli brands scored lower than Nestlé's KitKat cereal, which contains 24.9 grams of sugar per 100 grams and received a health score of 56 out of 100.
Muesli Brands That Underperformed
The investigation highlighted specific products that raised concerns due to their high sugar and fat content:
- Mornflake Classic Fruit and Nut Muesli: This brand scored 60, largely attributed to its high sugar content of 18.5 grams per 100 grams, primarily from dried fruit.
- Eat Natural Gluten Free Buckwheat Toasted Muesli: With a score of 50, this product contains 15.3 grams of sugar and 7.4 grams of saturated fat per 100 grams.
- Raw Gorilla Keto Mighty Muesli: The lowest performer, scoring 46, was cited for being high in calories and saturated fat at 12.2 grams per 100 grams.
Expert Insights on Breakfast Choices
Which? nutritionist Shefalee Loth commented on the findings, stating, "Muesli remains a solid option for a balanced breakfast, thanks to its combination of convenience and fibre. However, not all blends are created equal." She emphasized that expensive price tags, premium branding, and wellness buzzwords do not guarantee nutritional value. In fact, the healthiest options are often the simplest and cheapest, making it crucial for consumers to read labels carefully if concerned about sugar or saturated fat intake.
Hidden Sugars and the Keto Diet Catch
The investigation also shed light on deceptive labeling practices, noting that 'no added sugar' claims can be misleading because dried fruit still contributes to overall sugar counts. Additionally, specialist diets like Keto often replace sugar with high-fat ingredients such as coconut, which can negatively impact heart health scores.
Brand Responses to the Study
A spokesperson from Mornflake defended their product range, highlighting that over 90% of their offerings are compliant with HFSS (High in Fat, Sugar, and Salt) regulations. They added, "The product reviewed is one of only a small number classified as HFSS, but it contains no added sugar and is high in fibre. We provide clear ingredient and nutritional information, including front-of-pack labelling, so shoppers can make informed choices."
Meanwhile, a representative from RawGorilla criticized the NPM method, describing it as a "one-size-fits-all mathematical model." They argued, "Comparing a specialist keto product to sugary ultra-processed cereals highlights the limits of this approach. Unlike refined cereals, which cause a quick sugar spike, our ingredients provide slow-release energy. We urge shoppers to look past the maths and read the ingredients list; real health is about the quality of the food, not just a calorie count."
This investigation serves as a reminder for consumers to scrutinize nutritional labels beyond marketing claims, ensuring their breakfast choices align with health goals without falling prey to hidden sugars or misleading diet trends.
