FITNESS® & FRUITS

The serving size we indicate on our packs is based on history of use, product density and average intake data (people actually consume around 30 to 45g). The recommended serving size for breakfast cereals depends on age, gender, and level of physical activity. We provide clear front of pack information to help people make informed decisions about what they eat for breakfast. We pioneered the adoption of the monochrome Guideline Daily Amounts (GDA) system for displaying nutritional information.

Yes, we apply the same standards all over the world to make sure all our cereals are of the same quality. We also make sure we meet the individual needs of different regions. For example, we add zinc to our cereals in Latin America because there is a specific need for zinc in that region.

Our cereals do contain sugar - but it isn’t the main ingredient. Cereal is made mostly from whole grains, which makes it a source of fiber, vitamins and minerals.

Yes. If a food product has the word “whole” listed on its ingredient label – wholewheat pasta or wholemeal bread, for example, then you know it’s been made with whole grain flour, even if the other ingredients are processed. By the way, even whole grains need to be processed: removing the inedible outer husk makes them safe to eat. But they’re less processed than refined grains, which require additional steps to remove the bran and germ.

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Yes sure. If a food product has the word “whole” listed on its ingredient label – whole-wheat pasta or whole meal bread, for example, then you know it’s been made with whole grain flour, even if the other ingredients are processed.

Because it sweetens the grains, and adds taste, crunch, texture and color to the cereal. The amount of sugar in breakfast cereals is no more (and often less) than other common breakfast choices like fruit and yogurt, fruit juice, or toast with jam. Most breakfast cereals made with whole grain are rich in nutrients and can be a source of fiber and important vitamins and minerals. A 30g serving only accounts for around 5% of our total daily added sugar and energy intake.

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