Dear Kellogg’s,
Many of your cereals now have a green bar across the packaging (implying “natural” to the consumer), with health claims about fiber and whole grains.
Considering these same cereals often list sugar as the main ingredient (Fruit Loops, for example), isn’t this misleading?
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Dear Mrs. Smith:
Thank you for your letter expressing your concerns about sugar.
As a leader in the food industry, we fully understand and are aware of the special dietary needs of many people. While we do market a variety of cereals to meet consumers' varying taste preferences and nutritional needs, we are not always able to accomodate all consumers.
Kellogg's is committed to producing nutritious products which contribute to a healthy diet. Many components that make up the listing of ingredients are needed to either improve appearance, taste or texture, maintain freshness or enhance nutritive value.
To provide good-tasting products, sugar is needed to enhance the products' flavour without taking away its nutritive value. Without this ingredient most would be very bland and tasteless and would not be accepted by the majority of consumers, as our research has indicated. Sugar also contributes to the texture and the characteristic colour of the product through the toasting process. However, the amount of sugar added varies from product to product depending on how much is required to achieve the desired flavour.
Health Canada suggests that sugars, when consumed at current levels are not a health concern. Canada's Food Guide To Healthy Eating recommends that we enjoy a variety of foods and that sweet foods are a part of a nutritious, well balanced diet. Health Canada has not established a quantitative recommendation for sugar. Balance and moderation, not avoidance, are the keys to incorporating sugar and sweet foods into healthy eating habits.
Once again, thank you for taking the time to raise your concerns. Your comments are appreciated and wil be forwarded to the appropriate department.
Sincerely,
Carolyne F
Consumer Response Specialist
Consumer Affairs
021646255A
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