A new Yale report finds that cereal companies spent $156 million per year marketing to children, and most of that money gets plowed into pushing the sugariest cereals, which they try to pretend are healthy.

Even milk-covered desert cereals like Lucky Charms, Reese’s Puffs, and Cookie Crisp have 3-4 health claims on their boxes, the report finds. And most of the cereals with the lowest nutritional content are still pimp themselves out as being “better-for you” or “Smart Choices.”

The cereal companies typically “dual-market.” From one side of their mouth, convince parents that it’s a healthy and wholesome start to the day. Out the other, tell kids that cereal is a fun game.

Someone should tell these companies childhood obesity is no game. Parents need to make smart purchasing decisions, but regulators need to start taking on these bogus health claims.

Mixed Messages From Sugary Cereal Makers [The Atlantic]
Cereal FACTS:Evaluating the nutrition quality and marketing of children’s cereals (PDF) (4-page summary (PDF))

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