Breakfast cereals
Kellogg's ’S
354 g
Score
- Ultra-processed
- High in sugar
- High in salt
- Contains added sugars
- No synthetic dyes
- Contains whole grains
Why it scores 10
Kellogg's ’S scores 10 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
-
Nature s path kamut khorasan wheat puffs cereal Nature's Path · 6 oz Not ultra-processed · Less sugar Score 100 out of 100 , 90 points higher -
Flax Plus Multibran Flakes Nature's Path Organic · 375 g Not ultra-processed · Less sugar Score 53 out of 100 , 43 points higher -
Frosted Flakes cereal Simple Truth · 15 oz Not ultra-processed · Less salt Score 55 out of 100 , 45 points higher -
Rice Ktipies Rice Krispies · 24 oz Not ultra-processed · Less sugar Score 53 out of 100 , 43 points higher -
Cinnamon Toast Cereal Magic Spoon · 7 oz Less sugar · Less salt Score 56 out of 100 , 46 points higher
The same kind of product, at least 10 points higher, sold in the US. Never paid placements.
The Receipt
’S
Ingredients
- Sugar minus 20 points
- Brown sugar minus 20 points
- Malt syrup minus 10 points
Processing
- Ultra-processed (NOVA 4) minus 18 points
- 2 kinds of ultra-processing markers minus 1.5 points
Nutrition per 100 g
- Sugars 27.5 g / 100 g minus 14 points
- Salt 22.5 g / 100 g minus 9 points
- Energy 375 kcal / 100 g minus 2 points
- Fiber 7.5 g / 100 g plus 4 points
100 − 90.5 = 9.5 → 10
Can’t score above 79. Contains sugar, an ingredient of high concern. [1][2][3]
Can’t score above 79. High in sugars and salt (above the front-of-pack "high" level). [6]
Nutrition per 100 g
| Energy | 375 kcal |
|---|---|
| Fat | 3.8 g |
| Saturated fat | 0 g |
| Trans fat | 0 g |
| Carbohydrates | 82.5 g |
| Sugars | 27.5 g |
| Added sugars | 2.5 g |
| Fiber | 7.5 g |
| Protein | 7.5 g |
| Salt | 22.5 g |
Serving: 40g
Ingredients
- Whole grain wheat
- rice
- sugar (high concern)
- almonds
- wheat bran
- salt
- brown sugar syrup (high concern)
- malt flavor (high concern)
- natural flavor
- BHT
- reduced iron
- vitamin C (ascorbic acid)
- 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, almonds, wheat bran, salt, brown sugar syrup, malt flavor, natural flavor, BHT, reduced iron, vitamin C (ascorbic acid), 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: Tree nuts, 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 Original Toasted Rice Cereal Kellogg's · 12 oz Ultra-processedHigh in saltContains added sugarsContains whole grains Score 30 out of 100 Poor -
Apple Cinnamon Rice Crisps Quaker · 100 g Ultra-processedHigh in sugarContains non-nutritive sweetenersContains added sugars Score 30 out of 100 Poor -
Mixed Berry Almond Cereal Premier Protein · 11 oz Ultra-processedContains non-nutritive sweetenersContains added sugarsNo synthetic dyes Score 22 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