Kids' cereals are healthier, ads aren't: report

Published: Friday, June 22 2012 12:00 a.m. MDT

Boxes of General Mills Cheerios breakfast cereal varieties are displayed at a Little Rock, Ark., grocery store.

Associated Press

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Our take: A study from Yale University's Rudd Center for Food Policy & Obesity reports that U.S. food companies are making breakfast cereal aimed at children healthier, but those benefits are being offset by targeted ads for unhealthier cereals.

"Kelly Brownell, director of the Rudd Center, applauded recipe tweaks that have improved the nutrition profile of cereals from companies like Kellogg Co, General Mills Inc and Post Holdings Inc, but said there is still ample room for improvement."

"Spending to promote child-targeted cereals totaled $264 million in 2011, up 33 percent from 2008, according to the study, which followed up a similar report from three years ago."

Read more about the cereal study on Reuters.

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