Cereal flakes with chocolate
Kelloggs Special Kelloggs breakfast cereal
524 g
Score
- Ultra-processed
- High in sugar
- High in saturated fat
- Contains added sugars
- Seed-oil free
- No synthetic dyes
- Contains whole grains
Why it scores 6
Kelloggs Special Kelloggs breakfast cereal scores 6 out of 100 (Bad) under GoodSwap’s published rules. What moved the score most:
- minus 20 points Sugar: An added sugar. Strong
- minus 20 points Brown sugar: An added sugar. Strong
- minus 18 points Ultra-processed (NOVA 4): Classified NOVA 4: made with industrial ingredients and additives. Strong
Every line of the math is on The Receipt below, with its evidence tier and sources.
Better breakfast cereals
-
Kellogg's Shredded Wheat Minis Cereal Bite Size Unfrosted 1.2oz Kellogg's Not ultra-processed · Less sugar Score 100 out of 100 , 94 points higher -
Kellogg's Rice Krispies Cereal Brown Rice Whole Grain 1oz Kellogg's · 1 oz (28 g) Not ultra-processed · Less sugar Score 69 out of 100 , 63 points higher -
Kellogg Rice Crispies · 25.2 g Less sugar · Less saturated fat Score 33 out of 100 , 27 points higher -
Heritage Flakes Nature's Path Organic · 375 g Not ultra-processed · Less sugar Score 46 out of 100 , 40 points higher -
Old Country Style Muesli Whole Grain Hot or Cold Cereal Bob's Red Mill · 1.13 kg Not ultra-processed · Less sugar Score 84 out of 100 , 78 points higher
The same kind of product, at least 10 points higher, sold in the US. Never paid placements.
The Receipt
Kelloggs breakfast cereal
Ingredients
- Sugar minus 20 points
- Brown sugar minus 20 points
- Malt syrup minus 10 points
Processing
- Ultra-processed (NOVA 4) minus 18 points
- 4 kinds of ultra-processing markers minus 4.5 points
Nutrition per 100 g
- Sugars 31 g / 100 g minus 14 points
- Saturated fat 6 g / 100 g minus 5 points
- Salt 1.5 g / 100 g minus 5 points
- Energy 405 kcal / 100 g minus 2 points
- Fiber 7.1 g / 100 g plus 4 points
100 − 94.5 = 5.5 → 6
Can’t score above 79. Contains sugar, an ingredient of high concern. [1][2][3]
Can’t score above 79. High in saturated fat and sugars (above the front-of-pack "high" level). [7]
Nutrition per 100 g
| Energy | 405 kcal |
|---|---|
| Fat | 7.1 g |
| Saturated fat | 6 g |
| Trans fat | 0 g |
| Carbohydrates | 81 g |
| Sugars | 31 g |
| Added sugars | 11.1 g |
| Fiber | 7.1 g |
| Protein | 7.1 g |
| Salt | 1.5 g |
Serving: 1 cup (42 g)
Ingredients
- Whole grain wheat
- rice
- sugar (high concern)
- chocolatey chunks (sugar, hydrogenated palm kernel oil, cocoa processed with alkali, cocoa, soy lecithin, vanilla extract) (not recognized)
- wheat bran
- salt
- brown sugar syrup (high concern)
- malt flavor (high concern)
- natural flavors
- bht for freshness. vitamins and minerals: vitamin c (ascorbic acid)
- reduced iron
- vitamin e acetate
- niacinamide
- beta-carotene
- vitamin b6 (pyridoxine hydrochloride)
- vitamin b1 (thiamin hydrochloride)
- vitamin b2 (riboflavin)
- folic acid
- vitamin d3
- vitamin b12
Label text, as published
Whole grain wheat, rice, sugar, chocolatey chunks (sugar, hydrogenated palm kernel oil, cocoa processed with alkali, cocoa, soy lecithin, vanilla extract), wheat bran, contains 2% or less of salt, brown sugar syrup, malt flavor, natural flavors, bht for freshness. vitamins and minerals: vitamin c (ascorbic acid), reduced iron, vitamin e acetate, niacinamide, beta-carotene, vitamin b6 (pyridoxine hydrochloride), vitamin b1 (thiamin hydrochloride), vitamin b2 (riboflavin), folic acid, vitamin d3, vitamin b12.
Allergens and diets
Contains: Soy, Wheat, Gluten
May contain: Milk
- Not gluten-free
- Not palm-oil-free
Always check the package: recipes change.
Packaging
Plastic, Cardboard
Context only: no points in v1.
Sources
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Guideline: sugars intake for adults and children
“In both adults and children, WHO recommends reducing the intake of free sugars to less than 10% of total energy intake”
who.int
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Dietary Guidelines for Americans, 2025–2030
“Limit foods and beverages that include artificial flavors, petroleum-based dyes, artificial preservatives, and low-calorie non-nutritive sweeteners.”
cdn.realfood.gov
-
Added and free sugars should be as low as possible
“Sugar consumption is a known cause of dental caries.”
efsa.europa.eu
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Saturated fatty acid and trans-fatty acid intake for adults and children: WHO guideline
“WHO recommends that adults and children reduce saturated fatty acid intake to 10% of total energy intake (strong recommendation).”
who.int
-
“For adults, WHO recommends less than 2000 mg/day of sodium (equivalent to less than 5 g/day salt), or just under a teaspoon.”
who.int
-
“Table 3: Criteria for drinks (per 100ml)”
assets.publishing.service.gov.uk
-
“Greater exposure to ultra-processed food was associated with a higher risk of adverse health outcomes, especially cardiometabolic, common mental disorder, and mortality outcomes.”
doi.org