Breakfast cereals
Kellogg's Complete Bran
11.6 oz
Score
- Ultra-processed
- High in salt
- Contains added sugars
- No additives
- Contains whole grains
Why it scores 18
Kellogg's Complete Bran scores 18 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
-
Organic Bran Flakes Whole Foods Market · 15 oz Not ultra-processed · Less salt Score 58 out of 100 , 40 points higher -
Simple Truth Organic Bran Flakes Cereal Simple Truth · 15 oz Not ultra-processed · Less salt Score 58 out of 100 , 40 points higher -
Bran flakes wheat cereal, bran flakes Kroger · 18 oz Not ultra-processed · Less salt Score 62 out of 100 , 44 points higher -
Bran Flakes imp Post · 453 Not ultra-processed · Less salt Score 62 out of 100 , 44 points higher -
Raisin Bran Millville · 470 g Not ultra-processed · Less salt Score 57 out of 100 , 39 points higher
The same kind of product, at least 10 points higher, sold in the US. Never paid placements.
The Receipt
Complete Bran
Ingredients
- Sugar minus 20 points
- Brown sugar minus 20 points
- Malt syrup minus 10 points
Processing
- Ultra-processed (NOVA 4) minus 18 points
Nutrition per 100 g
- Sugars 18.9 g / 100 g minus 11 points
- Salt 1.8 g / 100 g minus 5 points
- Energy 324 kcal / 100 g minus 2 points
- Fiber 16.2 g / 100 g plus 4 points
100 − 82 = 18
Can’t score above 79. Contains sugar, an ingredient of high concern. [1][2][3]
Can’t score above 79. High in salt (above the front-of-pack "high" level). [6]
Nutrition per 100 g
| Energy | 324 kcal |
|---|---|
| Fat | 0 g |
| Saturated fat | 0 g |
| Carbohydrates | 81.1 g |
| Sugars | 18.9 g |
| Added sugars | 16.2 g |
| Fiber | 16.2 g |
| Protein | 10.8 g |
| Salt | 1.8 g |
Serving: 37g
Ingredients
- Whole grain wheat
- wheat bran
- sugar (high concern)
- brown sugar syrup (high concern)
- salt
- malt flavor (high concern)
- reduced iron
- niacinamide
- vitamin B6 (pyridoxine hydrochloride)
- vitamin B2 (riboflavin)
- vitamin B1 (thiamin)
- folic acid
- vitamin B12
- vitamin D3
Label text, as published
Whole grain wheat, wheat bran, sugar, brown sugar syrup, salt, malt flavor, reduced iron, niacinamide, vitamin B6 (pyridoxine hydrochloride), vitamin B2 (riboflavin), vitamin B1 (thiamin), folic acid, vitamin B12, vitamin D3.
Allergens and diets
Contains: Wheat, Gluten
- Not gluten-free
- Palm-oil-free
Always check the package: recipes change.
More breakfast cereals on GoodSwap
-
Grape-Nuts Cereal Post · 20.5 oz (1 lb 4.5 oz) 581 g No additivesContains whole grains Score 93 out of 100 Excellent -
Lightly Sweetened Maple Berry Blend Cereal Morning Summit · 1 box, 2 lb 6 oz High in sugarHigh in saturated fatContains added sugarsNo additives Score 22 out of 100 Poor -
Catalina Crunch Cinnamon Toast Protein Cereal Catalina Crunch · 24 oz Ultra-processedContains non-nutritive sweetenersContains seed oils Score 61 out of 100 Good -
Special K Protein Original Multi-Grain Touch of Cinnamon Kellogg's · 17.5 oz Ultra-processedHigh in sugarContains added sugarsContains whole grains Score 18 out of 100 Bad -
Cinnamon Granola Good & Gather · 12 oz/340 g Ultra-processedHigh in sugarContains added sugarsContains seed oils Score 19 out of 100 Bad -
Oats, Almonds & Honey Granola Kroger · 14 oz Ultra-processedContains added sugarsContains seed oilsContains whole grains Score 26 out of 100 Poor
More from Kellogg's
Sources
-
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
-
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
-
“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