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Kellogg’s Nutri-Grain Smash makes it on Choice Shonkys list

kelloggs-nutri-grain-to-go-protein-squeezersIt’s that time of the year again when Choice recognises brands that have fallen short in their annual Shonkys Awards. This year it has pinpointed a leading FMCG brand, Kellogg’s, for its Nutri-Grain Banana & Honey Smash Protein Squeezer.

The Australian organisation said that its latest To Go product contains too much sugar for breakfast. According to Choice, the Kellogg’s brekkie contains 14.7g – or 3.5 teaspoons – of sugar per packet.

“Our seven 2018 winners follow a long tradition of highlighting why we need to hold companies to account for their bad behavior and why we need stronger laws to protect Australians. The attitudes and practices of this year’s winners show exactly why we need the federal government to take action on greater safety standards, clearer food labelling and better banking regulations,” said Choice CEO, Alan Kirkland.


“Promising ‘a delicious thick and creamy breakfast blend of oatmeal, banana and honey’, and accompanied by images of adventurous and fit-looking young adults heading out to ‘crush it’, Kellogg’s Nutri-Grain wants to tempt kids with an offer that’s not so sweet from a health perspective,” Choice said in a statement.

Inside FMCG contacted Kellogg’s to get their view on the matter.

“We know parents and teens love Nutri-Grain To Go based on them trying the food before we launched.  This is a great food – almost half of the sugar comes from the Banana puree, honey and oats, with the rest – around one and a half teaspoons  – coming from cane sugar,” Kellogg’s senior manager for Corporate Communications ANZ Alicia Doherty told Inside FMCG.

The Choice group said that Kellogg’s advertise the product as full of “protein to help you feel fuller” but there’s no shortage of protein in the average Australian diet and Choice says there are better alternative such as the Greek yoghurt which contains more protein and calcium, with less sugar.

The group further said that Kellogg’s Banana & Honey Smash contains sweetener compared to other alternatives that “don’t masquerade as ‘ironman food’.”

“We think companies like Kellogg’s need to be transparent about how much of their sugar is added and how much is intrinsic to the ingredients. If we know whether sugar is added, it’s much easier to make healthier choices in the shopping aisle,” said Choice.

Some Twitter users agree that the Kellogg’s product has too much sugar for breakfast while others were simply amused.

Pharmacare also didn’t escape from making it to the Shonky awards this year with its Bioglan product. For the second year in a row, the melatonin homeopathic sleep formula also made it to the list for questionable claims.

Choice said that despite its ability to “relieve mild temporary insomnia and symptoms of mild nervous tension”, Bioglan melatonin homeopathic sleep formula contains only small amounts of the drug and is merely more than a placebo.

The Commonwealth Bank, KitchenAid and Marriott Vacation Club also made it to the list of the big brands at the 13th annual Choice Shonkys.

Last year, Shonkys put Coles to shame for its private-label cat food as it notified ACCC that the supermarket giant’s pet food tricked consumers into believing it was  “complete” when it didn’t meet industry guidelines.

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