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DEBUNKING THE MYTHS AROUND BREAKFAST CEREALS

November 2011

DID YOU KNOW?

  • FACT: A high intake of dietary fibre, from cereals and whole grains, is associated with a reduced risk of colorectal cancer (cancer of the large bowel)1
  • FACT: Breakfast eaters are likely to have superior cognitive function and perform better in School 2,3,4
  • FACT: Eating breakfast cereal in the morning means a much higher intake of micronutrients, fibre, protein, and carbohydrate as well lower intakes of fat, saturated fat, and sugar, compared with skipping breakfast or eating non-cereal based breakfasts.5

To understand more about the essential health benefits of breakfast cereals as well as answer various myths surrounding breakfast cereals, an essential resource for health news has been given a make-over-www.breakfastcereal.org. The site includes:

  • Latest data and research on breakfast cereals
  • A-Z nutrition summary guides on the roles of breakfast cereals for adults, teenagers and children
  • Expert commentary and opinion
  • A new and informative e-magazine 'Getting the best from Breakfast'.

Providing easily accessible and up-to-date information, www.breakfastcereal.org also uncovers the latest news on industry responses on a variety of issues, plus nutritional information on the role that breakfast cereals play in a healthy, balanced diet.

Commenting on www.breakfastcereal.org and the goodness of breakfast cereals, practising GP, Dr Gill Jenkins notes: "There is an increasing volume of health evidence highlighting the importance of eating breakfast cereals but people do seem to be confused about what's in their breakfast cereals. Primarily, breakfast cereals contain many of the daily vitamins and minerals we need, which are essential to our daily health and wellbeing. Research has also found that people who eat breakfast cereal in the morning generally eat less fat, saturated fat and sugar, than those who do not and have better intakes of protein and important micronutrients, such as iron, vitamin D, B vitamins and calcium. These are just some of the facts covered by www.breakfastcereal.org together with expert views and opinions."

1 Aune D, Chan DS, Lau R et al. Dietary fibre, whole grains, and risk of colorectal cancer: systematic review and dose-response meta-analysis of prospective studies. BMJ 2011:343:d6617 doi:10,1136/bmj.d6617

2 Wyon DP, Abrahamsson L, Järtelius M, Fletcher RJ. (1997). An experimental study of the effects of energy intake at breakfast on the test performance of 10-year-old children in school. International Journal of Food Sciences and Nutrition, 48: 5-12.

3Kleinman RE, Hall S, Green H, Korzec-Ramirez D, Patton K, Pagano ME, Murphy JM. (2002). Diet, breakfast, and academic performance in children. Annals of Nutrition and Metabolism, 46 (suppl 1): 24-30.

4Wyon D. P., Abrahamsson L., Jartelius m., Fletcher r (1997). An experimental study of the effect of energy intake of breakfast on test performance of 10-year old children in school international Journal of food Science and nutrition, 48: 5-10.

5Gibson, S and Gunn, P, What's for breakfast? Nutritional implications of breakfast habits: insights from the NDNS dietary records. BNF Nutrition Bulletin, 2011. 36, 87-95

New e-magazine resource

Entitled, 'Getting the Best from Breakfast', this valuable guide explains the significance of breakfasts to our daily performance, mentally and physically, and its positive contribution to our long term health.

Including detailed at-a-glance nutritional information on healthy breakfast options, the e-magazine looks at:

  • Why is breakfast so important? - the health benefits of your first meal of the day
  • What makes a good breakfast? - foods and nutrients which are the best way to start the day
  • Putting it into practice - provides quick, easy and nutritious breakfast options to suit adults, teenagers and children.

To visit the new BCIS website or to download the new e-magazine please go to www.breakfastcereal.org

-ends-

Notes to Editors:

For further information on the health benefits of breakfast cereals and ACFM positioning, visit www.breakfastcereal.org or contact:

Katie Stray on 020 7052 8859 or katie.stray@nexuspr.com

Alison Gleeson on 020 7052 8855 or alison.gleeson@nexuspr.com

Nicky Smith on 0207 052 8850 or nicky.smith@nexuspr.com