START A PETITION 25,136,189 members: the world's largest community for good
START A PETITION
x

The Not-So Wholesome World of Breakfast Cereals

I was raised in a world of sugary-sweet, brightly packaged, character-driven breakfast cereals. This is not to say I subsisted off of the likes of Sugar Pops and Lucky Charms (I was not so lucky/unlucky) but as an occasional treat I got things like Life Cereal and Frosted Mini-Wheats. More of what I am referring to is the pervasive media culture that surrounded the marketing of cartoon-driven cereals like Cap’n Crunch, Apple Jacks, and Frosted Flakes. Seemingly all of my friends enjoyed the riches of an array of sugar cereals with energetic mascots like Leprechauns, toucans, and honey bears, while I just enjoyed the media saturation directed toward the hearts and minds of young children. When I look back at this strange marketing construct filled with cartoon mascots and the peddling of cereal products, it appears to be representing largely an amoral world devoted to stealing or protecting valuable cereals. The Trix rabbit was always trying swindle children for a bowl of Trix, whereas the Leprechaun representing Lucky Charms was always trying to hide away his cereal from children, therefore creating an unscrupulous world where children were either being deprived or deceived by characters they are naturally drawn towards.

Marketing aside, breakfast cereals persevere as the leading form of breakfast sustenance for adults and children alike. The breakfast cereal industry has become widely diversified, offering everything from cartoon-themed sugar cereals to whole-grain healthy alternatives, and shows steady growth as well as gross profit margins of 40-45%. This amounts to millions of people in the United States (and abroad) consuming massive amounts of the stuff every morning. Speaking about the cereal industry, the Guardian UK says, “One of the earliest convenience foods, processed cereals represents a triumph of marketing, packaging and US economic and foreign policy.“ They are the epitome of cheap commodity converted by manufacturing to higher value goods; of agricultural surplus turned into profitable export. But considering what we know about the lowest forms of cereals (highly processed and highly sugared cereals) even much of the healthy alternatives represent highly processed products holding questionable nutritional value.

The history of breakfast cereals is an utterly fascinating account of societal, moral, and cultural shifts taking place at the turn of the century. Prepackaged and ready-to-eat breakfast cereals began with the American temperance movement in the nineteenth century, as a way to provide whole foods and grains to a population suffering from several forms of malnourishment. What it has turned into a multi-national product peddling a highly processed product retaining little of the virtue it is said to contain (see video below showing the process from slurry to final product):

Besides all the added sugars and artificial ingredients that make so many commercial cereals appealing, many of the purported health benefits claimed for breakfast cereals depend on fortification rather than micronutrients from the raw, whole grains, most of which were either destroyed by the process or stripped away well before the cereal is packaged. A new trend in fortification has arisen in recent years adding things like inulin, a cheap form of fiber derived from plants, known to the food industry until recently as a cheap bulking agent thanks to its ability to retain water and mimic the mouthfeel of fats. This ingredient is marketed as something that is both fiber-rich and a prebiotic. In essence, breakfast cereal, that long touted paragon of the healthy way to start your day, may fall a few flakes short of true nutrition.

This is not to say that all cereals are junk, but more likely than not, they do not live up to the nutritional boasts that marketers would have us believe. And there exist numerous breakfast alternatives to cold flakes in a bowl (oatmeal, whole grain toast with fruit, eggs, homemade granola, etc). The fact is, the vast majority of us have bought into the concept and idea of what the breakfast cereal represents, and to these corporate cereal manufacturers we are all Mikey, and we like it.

What are some of your breakfast alternatives? Please share recipes, ideas, and wisdom.

Read more: Diet & Nutrition, Eating for Health, Following Food, Food, General Health, Uncategorized, , , , , , ,

have you shared this story yet?

go ahead, give it a little love

Eric Steinman

Eric Steinman is a freelance writer based in Rhinebeck, NY. He regularly writes about food, music, art, architecture, and culture and is a regular contributor to Bon Appétit among other publications.

74 comments

+ add your own
10:24PM PST on Jan 9, 2013

The same American Temperance movement, from the Seventh Day Adventist, adviced to avoid cinnamon. There should be awareness of cinnamon.

5:30AM PST on Nov 4, 2012

I make my own granola and eat it with almond milk. It is easy to make your own granola with 2 ingredients: oats and almond milk. You can add expresso powder, cocoa powder, cinnamon, and stevia to sweeten if you like. This way I know what I am eating for breakfast. :)

9:47PM PDT on Jul 11, 2012

I read a n article on a blog that mentioned the benefits of cereals for heart disease and found it interesting.

This is just a helpful for one who want to live with healthy cereals a guide must give a look :
http://www.believecereals.com/health-benefits-of-cereals/

4:31AM PDT on May 26, 2012

thanks

8:55AM PDT on May 22, 2012

I will stick to oatmeal. I use Soy Creamer and cinnamon. Dish of fruit on the side.

6:39AM PDT on May 14, 2012

Thanks for the info.

8:28AM PDT on Mar 22, 2012

I like a yoghurt with walnuts and honey and an egg for breakfast. Fast and healthy. And don't forget the COFFEE! : )

12:30AM PST on Nov 20, 2011

Thanks for the article.

10:31PM PDT on Oct 24, 2011

I really never got into the sugary kid cereals. Regular cornflakes are used as filler for salmon patties. Rarely do I buy stuff like the Reese's Puffs, and then it's dessert, NOT breakfast. If I do eat cereal for breakfast, it's ones like Kashi or raisin bran.

3:47PM PDT on Oct 21, 2011

Oatmeal and blueberries or an egg and toast are my usual breakfast. No cereals.

add your comment



Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

people are talking

depends what kind of habit aswell.

I wish the GMO lobby would be more honest!

Large grocery manufacturers are trying their damndest to weaken FDA organic standards, so they can i…

The hibiscus flower itself SHOULD NOT be used. Ther specific variety that is used for FOOD is not th…

que pena que esten muriendo estos importantisimos murcielagos para mantener los insectos controlados…

Story idea? Want to blog? Contact the editors!



Select names from your address book   |   Help
   

We hate spam. We do not sell or share the email addresses you provide.