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Examining A Cheerios Box

This examination delves into the marketing strategies behind Cheerios, focusing on the Whole Grain Check symbol and its implications for consumer health. Though promoted as a healthful choice, many Canadians struggle to meet whole grain recommendations. Misleading claims, such as the fiber content in Cheerios compared to other foods, highlight the discrepancy between marketing and nutritional reality. We analyze the Health Check program, its endorsements, and the often-overlooked aspects of whole grain nutrition, urging consumers to look beyond packaging for genuine health decisions.

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Examining A Cheerios Box

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  1. Examining A Cheerios Box Deconstructing the misleading messages on everyone’s favourite cereal

  2. The Package

  3. Whole Grain Check • “Look for this symbol on all of our brands” • So, this is a symbol created by General Mills to put on their products • It is nothing more than a corporate logo

  4. Whole Grain Check • 7 out of 10 Canadians Report Not Getting Enough Whole Grain • “Whole grain packs a powerful nutrition punch. The fibre, vitamins & minerals and phyonutrients all contribute to healthy eating.”

  5. Say What? • 69% reported that they ate less than 3 servings of whole grains on the previous day (Source: Ipsos-Reid Canada (December 2004)) • BUT... • The Canada Food Guide suggests 6-10 servings of whole grains per day!! • 3 servings per day was the old Canada Food Guide, circa 1982

  6. Site is mostly about lowering cholesterol. Here is the message about whole grain oats: • 3 grams of soluble fibre daily from whole grain oat foods, like original Cheerios* and Honey Nut Cheerios* cereal, as a part of a diet low in saturated fat and cholesterol, may help reduce the risk of heart disease. Original Cheerios* cereal provides 1 gram per serving; Honey Nut Cheerios* cereal provides 0.75 gram per serving.

  7. www.cheerios.ca • So whole grain oats are necessary for fibre • This fibre may reduce the chance of heart disease • Cheerios provide 1g or less per serving (30% as per box) • For comparison, a similar serving of strawberries provides 4 times more fibre than a bowl of Cheerios

  8. Health Check Symbol • Presumably healthy sign • Heart & Stroke Foundation • Seems like an independent endorsement of Cheerios

  9. A closer look... • Reviewed to meet the criteria of the Health Check program (who sets those standards?) • Based on the recommendations in the Canada Food Guide • A fee is paid by each participating company

  10. healthcheck.org • Developed by Heart & Stroke Foundation based on Canada Food Guide • Evaluates products based on fat, fibre, sodium, and sugar • No evaluation of protein, carbohydrate, glycemic index or total calories • Voluntary program, where if approved a company pays a “modest annual fee to help cover the costs of operating the program and developing tools to educate Canadians on healthy eating” • Licensing fee link on website was under construction

  11. Health Check Marketing

  12. Goodness Corner • Another General Mills creation (see *) • Whole Grain • Fibre • Low Fat • 1 g of sugar • 110 calories

  13. Goodness Corner • As previously mentioned, whole grain and fibre are linked together • 110 calories (170 with milk) is enough to fuel me through a 1 mile run (7mins) or 11mins with the milk http://www.shapesense.com/fitness-exercise/calculators/activity-based-calorie-burn-calculator.aspx#

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