This morning I received unsolicited free products in the mail. My children were excited – since I stopped saying yes to PR stuff, the packages here have dropped off and they’ve been unimpressed with their lack of free stuff. Even when that free stuff was a handcream I was never going to blog about.
We opened up the box and discovered Kellogg’s new liquid breakfast drinks.
Now, I need to state, Kellogg’s have, in the past, been incredibly good to me. They’ve sent me cereal when Isaac wouldn’t eat anything except cereal. They’ve sponsored me to attend conferences and flown me around the countryside.
But this time they’ve missed the mark. In fact, they’ve missed it by so much that they’re no longer even playing in my ballpark.
Firstly, the two breakfast drinks I was sent were CocoPops and Nutrigrain. Both cereals I refuse to buy because they have too much sugar to not enough good stuff ratio.
Secondly, we’ve recently started Isaac on the FODMAP diet. Kellogg’s didn’t know this, so they get a pass. In fact, hardly anyone knew this yet, because I’ve not really spoken about it. So while I wasn’t going to give the sweetened milk drinks to my children for breakfast, I was kind of hoping they could have them as a treat. I’m not averse to treats. I have them all the time.
I read the ingredients though and was a bit flabbergasted. Firstly, low fat milk? LOW FAT MILK? Geez. I know we’re currently in a food culture swing of “fat is bad, OMG FAT”, but it’s not true. Children especially need fat for their brain development and therefore, in my opinion children should always eat full fat dairy.
The second ingredient on both products was sugar.
You know that there is something wrong when we’re removing fat from food and replacing it with sugar.
Listen, I’m not anti-sugar. In fact, I happen to adore sugar. But having sugar as the second ingredient in a product designed to be a kids breakfast drink?
No. Just no.
The ingredients then go on to list a whole host of other things, including stabilisers, flavours, added minerals and vitamins (FYI, adding extra calcium and vitamin D doesn’t get you past the sugar debacle) “flavours” and acidity regulators. All this in something that is essentially chocolate milk. For breakfast.
I mentioned to Mum that it was terrible, but that I wasn’t going to say anything because let’s face it, Kellogg’s has spent a lot of money on me in the last 2 years. But then, she asked, doesn’t that effectively mean that they’ve bought my silence?
I don’t want to be that person who plays down the negatives of something because of brand loyalty, or fear of opportunities passing by later down the track.
So, Kellogg’s, hear me out.
I think these breakfast drinks are a ridiculous product. You’d be better off marketing them as pure chocolate milk, rather than something nutritious and suitable for breakfast every day. That’s my honest feedback and you’re welcome to it.