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.
Head, desk.
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.
I saw them in the supermarket the other day & thought there’s just no way that could be good for kids. My son is 2 & luckily at the moment he’s liking porridge. He’s not old enough to know the other cereals I feel the parents with older kids.
Porridge is the breakfast food in our house, too. It doesn’t have the convenience of breakfast cereals in a box and I’m not in a rush to teach the kids how to use the microwave yet to make their own … but that’s the only downside, completely outweighed by the positives.
Veronica, I think your mum was right, and I think your post is calm and balanced. It’s useful feedback for the company.
I saw them and I would never buy them.
I’m with you.
Good for you, Veronica. I’m sure we all still buy Kelloggs cereals — but I won’t buy ANY ‘breakfast’ drinks (or PopTarts or breakfast bars), period.
Wow… Normal chocolate milk actually isn’t too bad for you (depending on the brand you buy.) Full milk, protein, natural vitamins and what not, why not serve something like that, something that is naturally healthy, nutritious and good for them, rather than something that is basically liquid confectionary! Taking out the good stuff to tout it as low fat milk, only to have to add back into it calcium (as if milk doesn’t already have that – before you remove it), flavoring aka sugar and other fake stuff, and other vitamins and minerals which would have naturally occurred in it otherwise. Why? Its absolutely ridiculous! They won’t be getting my money on that product.
I saw them, picked them up then went “Girl, SERIOUSLY, NO.”
Sadly, the US Dairy Association people are petitioning the FDA to start adding aspartame to our milk supply. To 17 different dairy products, to be specific. Only, they’re calling it “non-nutritive sweeteners”. Their reasoning is that it will encourage kids to drink more of their non-fat milk and less chocolate milk and consume more dairy overall, thereby lessening childhood obesity.
I find their logic utterly ridiculous and full of holes. But, that’s the American food system for ya. So, knowing this garbage about our country, would you expect anything more of an American based food company?
Which, btw, if that actually is approved by the FDA and goes through, I’m buying a cow!
So good to read your honesty V.
Thankyou for such a beautiful example of someone who speaks the truth and does not hold back such truth because of money or gifts.x
Great post! powerful, honest words – would love to know if Kellogs make a response to this xx
I only buy sugary cereals as a very occasional treat for my son, and as a consumer who has done a fair bit of reading about sugar in food, am fairly conscious of these so-called ‘low-fat’ products. Breakfast drinks will never be on my shopping list, and they weren’t even before reading this.
And THAT is why I love you.
(Well, one of the reasons 🙂
Keep calling it as you see it, I think you’re brilliant. And agree on the breakfast drinks too, btw.
I saw these coming through my checkout last week and my first thought was “what the hell?” followed by “what next?”
It’s certainly a product I would never buy, not for myself and not for any children.
Like you said, children need fats for proper brain development, (one of the reasons why they should eat lamb throughout childhood, until about 16, as it is a fatty meat).
I’ve long maintained that the fat content of foods is what contributes to the “full” feeling and stops us from eating too much. Also fat is where the flavour is. Remove that and you need to add sweeteners and flavours to make things tasty, but you don’t get that satisfying “mouth feel”, so it is easy to keep eating because the taste buds (and the stomach) haven’t been satisfied. Got off topic a bit didn’t I?
RESPECT! Nice work, Veronica.
ditto Reservoir Dad! Big respect to you Veronica, love your work!!
ps…have voted for you in the bloggies – a well deserved nomination 🙂
I believe that companies which produce this type of product are relying on the fact that very few people actually read the contents. Great post Veronica. Lucky you to live in one of the most beautiful places in the world – and your kids are adorable.
I love this post, so honest and im right on side.
I would also love to know if you get a response from Kellogg’s.
I wish somehow we could combine together and convince them (and others) to remove these sugary misleading products full of unnecessary chemicals from sale.
Kudos to you for giving a completely unbiased review of a product. Leaf. Taken. Kx
I saw those new breakfast drinks in the supermarket the other day and I have no intention of buying them. My kids do drink Milo (a hot milo) and strawberry Quik (cold with milk), but they have them at meal times (mainly breakfast) with their cereal or toast. The rest of the time, its water, or cordial. Oh, and we only have full cream milk in this household too, so if anyone wants low fat milk, you’ll have to bring your own 😉 🙂
Nicely balanced feedback Veronica, well done 🙂
So good to get your honest feedback. Nicely done.
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