Kids’ cereals are healthier but ads aren’t, Yale study says

A new study from Yale out on Friday concluded children's cereals are more nutritious today "but there is increased advertising to children for many of their least nutritious products," the Los Angeles Times reported.

The Rudd Center for Food Policy & Obesity said in its Cereal FACTS report that from 2008 to 2011 food companies spent 34 percent more money targeting children than in previous years.

“Children still get one spoonful of sugar in every three spoonfuls of cereal. These products are not nutritious options that children should consume every day,” said Jennifer L. Harris, director of marketing initiatives at the Rudd Center.

The study rated cereals from Post, Kellogg Co.and General Mills ranging from ”very junky to very good.”

Overall they found the nutritional quality of the cereals improved for 13 of the 14 brands advertised to children. Of the 22 different varieties available from 2008-2011, 45 percent had less sodium, 32 percent less sugar, and 23 percent had more fiber today.

The bad news: The study found aggressive marketing campaigns from General Mills Inc's Reese's Puffs, Kellogg Co's Froot Loops and Post Holdings Inc's Pebbles to children, Reuters reported. All those brands ranked among the lowest for nutritional value and had the highest levels of sugar.