Sainsbury’s puts sugary cereals on top shelf
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- Published: Tuesday, 17 December 2019 07:36
- Written by News Editor
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The Telegraph reports that Sainsbury’s is putting sugary cereals on its top shelves in a new trial that experts hope will prevent children pestering their parents for popular snacks that have a high level of sugar or salt. Tesco is also taking part in the trial, though a spokesman said it had not moved any sugary cereals on to its top shelves.
Sainsbury’s hopes to “nudge” young consumers towards healthy products by keeping calorie-heavy alternatives above their line of vision. It has also reduced the calorie content of biscuit aisles by 25 per cent in certain London stores to test the impact on sales of smaller pack sizes. The “nudge” strategy used by Sainsbury’s could be rolled out nationally if it is shown to make shoppers healthier without damaging sales.
Sainsbury’s has not revealed which cereals it has moved on to top shelves in the trial. However, a recent survey found that 49 per cent of cereal products with packaging that featured cartoons and bright colours contained more than 22.5g of sugar per 100g – the equivalent of more than five teaspoons, and nearly equal to the total recommended daily intake for a child of 25g.
The sweetest options
♦ Malt O Meal Marshmallow Mateys
Sugars per 100g: 41g
Equivalent in teaspoons: 10
♦ Aldi’s Harvest Morn Choco Rice
Sugars per 100g: 36.7g
Equivalent in teaspoons: 9
♦ Sainsbury’s Frosted Flakes
Sugars per
100g: 34
Equivalent in teaspoons: 8.5
♦ Morrisons Choco Crackles
Sugars per 100g: 32.1
Equivalent in teaspoons: 8
♦ Tesco Choco Snaps
Sugars per 100g: 32.1
Equivalent in teaspoons: 8
These cereals have all been categorised as having a high sugar content by Action On Sugar. Figures taken from retailers’ websites
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