A study of a popular breakfast food found the ‘healthy’ option may not be as nutritious as it seems
A study of a popular breakfast food found could imply that the ‘healthy’ option may not as be nutritious as it seems(Image: Daniel de la Hoz via Getty Images)
Startling research has uncovered that certain muesli products available in UK supermarkets may be no more nutritious than chocolate-based cereals. An investigation by Which? examined 86 products and discovered that whilst muesli is typically a wholesome option, some of the priciest, premium-branded varieties were amongst the least nutritious options in the cereal aisle.
The products were evaluated using the 2004 Nutrient Profiling Model, which considers elements including fibre, protein, sugar, saturated fat, and calorie content to assign foods a score out of 100. A higher score signifies a more nutritious product.
Which? discovered that Nestlé’s KitKat cereal, which, similar to the chocolate bar, comprises chocolate and wafers, achieved 56 out of 100. It contained 24.9g of sugar per 100g, reports the Express.
Muesli products scoring below the chocolate cereal included Mornflake Classic Fruit and Nut Muesli, which achieved 60 after receiving maximum penalties for sugar (18.5g per 100g) owing to its substantial dried fruit content.
Eat Natural Gluten Free Buckwheat Toasted Muesli was rich in protein and fibre from various seeds, but scored 50. It contained 15.3g of sugar per 100g and elevated saturated fat from coconut (7.4g per 100g).
The lowest-scoring product in Which?’s study was Raw Gorilla Keto Mighty Muesli, which scored 46. It is a specialist keto diet product and consequently low in sugar (1.5g per 100g), but it was higher in calories than standard muesli and is exceptionally high in saturated fat (12.2g per 100g) due to coconut chips.
An investigation has revealed that the “no added sugar” label could potentially mislead consumers, as many products still contain high sugar levels due to the inclusion of dried fruit.
Which? nutritionist Shefalee Loth commented: “Muesli remains a solid option for a balanced breakfast, thanks to its combination of convenience and fibre. However, not all blends are created equal.”
She added: “Expensive price tags, premium branding, and wellness buzzwords don’t guarantee nutritional value.
“In fact, the healthiest options are often the simplest and the cheapest, so it’s worth reading the small print if you are worried about sugar or saturated fat.”
A spokesperson for Mornflake said that the company offers a broad selection of breakfast cereals catering to various consumer preferences.
They said: “More than 90% of our range is HFSS compliant; the product reviewed is one of only a small number classified as HFSS, but it contains no added sugar and is high in fibre.
“We provide clear ingredient and nutritional information, including front-of-pack labelling, so shoppers can make informed choices. We have not received consumer complaints regarding the nutritional content of this product.”
A spokesperson from RawGorilla said: “Comparing a specialist kept product to sugary ultra-processed cereals highlights the limits of the NPM method, a ‘one-size-fits-all’ mathematical model.
“Unlike refined cereals, which cause a quick sugar spike, our ingredients provide slow-release energy. We urge shoppers to look past the maths and read the ingredients list; real health is about the quality of the food, not just a calorie count.”
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