Breakfast cereals
Vector
Score
- Ultra-processed
- High in sugar
- Contains added sugars
- Contains seed oils
- Contains whole grains
Why it scores 18
Vector 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
-
Joe's Os Trader Joe's · 12 oz Not ultra-processed · Less sugar Score 67 out of 100 , 49 points higher -
Chocolate Peanut Butter Protein Cereal Catalina Crunch · 9 oz (255 g) Less sugar · No added sugars Score 59 out of 100 , 41 points higher -
Purely O's Cereal Cascadian Farms · 8.6 oz Not ultra-processed · Less sugar Score 78 out of 100 , 60 points higher -
Corn Chex General Mills · 12 oz Not ultra-processed · Less sugar Score 62 out of 100 , 44 points higher -
Sprouted Brown Rice Crisps One Degree Organic Foods · 227 g Not ultra-processed · Less sugar Score 74 out of 100 , 56 points higher
The same kind of product, at least 10 points higher, sold in the US. Never paid placements.
The Receipt
Vector
Ingredients
- Sugar minus 20 points
- Brown sugar minus 20 points
- Corn syrup minus 10 points
Processing
- Ultra-processed (NOVA 4) minus 18 points
- 3 kinds of ultra-processing markers minus 3 points
Nutrition per 100 g
- Sugars 25.1 g / 100 g minus 11 points
- Energy 390 kcal / 100 g minus 2 points
- Fiber 3.5 g / 100 g plus 2 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 sugars (above the front-of-pack "high" level). [5]
Nutrition per 100 g
| Energy | 390 kcal |
|---|---|
| Fat | 4.2 g |
| Saturated fat | 0.4 g |
| Carbohydrates | 81.4 g |
| Sugars | 25.1 g |
| Added sugars | 23.8 g |
| Fiber | 3.5 g |
| Protein | 10.2 g |
| Salt | 0 g |
Serving: 1 portion (59 g)
Ingredients
- Rice
- whole grain wheat
- sugar (high concern)
- soy protein concentrate
- soybean oil
- whole grain oats
- rice flour
- brown sugar syrup (high concern)
- salt
- corn syrup (high concern)
- soy protein isolate
- honey (high concern)
- malt flavor (high concern)
- mixed tocopherols (vitamin E) for freshness
- natural flavors
- cinnamon
- baking soda
- Vitamins and Minerals: Dicalcium phosphate
- vitamin C (ascorbic acid)
- vitamin E acetate
- niacinamide
- magnesium oxide
- iron
- zinc oxide
- calcium pantothenate
- vitamin A palmitate
- manganese sulfate
- copper oxide
- vitamin B6 (pyridoxine hydrochloride)
- vitamin B2 (riboflavin)
- vitamin B
- (thiamin hydrochloride)
- potassium iodide
- folic acid
- biotin
- vitamin D3
Label text, as published
Rice, whole grain wheat, sugar, soy protein concentrate, soybean oil, whole grain oats, rice flour, contains 2% or less of brown sugar syrup, salt, corn syrup, soy protein isolate, honey, malt flavor, mixed tocopherols (vitamin E) for freshness, natural flavors, cinnamon, baking soda, Vitamins and Minerals: Dicalcium phosphate, vitamin C (ascorbic acid), vitamin E acetate, niacinamide, magnesium oxide, iron, zinc oxide, calcium pantothenate, vitamin A palmitate, manganese sulfate, copper oxide, vitamin B6 (pyridoxine hydrochloride), vitamin B2 (riboflavin), vitamin B, (thiamin hydrochloride), potassium iodide, folic acid, biotin, vitamin D3
Allergens and diets
Contains: Soy, Wheat, Gluten
- Not vegan
- 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 -
Granola Reduced Sugar Vanilla Almond Nature Valley · 311 g Ultra-processedContains added sugarsContains seed oilsContains whole grains Score 26 out of 100 Poor -
Froot Loops Kellogg's · 42 g Dye with an EU warning labelContains synthetic dyesUltra-processedHigh in sugar Score 5 out of 100 Bad -
Oats Overnight Shake Maple Brown Sugar Oats Overnight · 2.2 oz/62 g Ultra-processedContains non-nutritive sweetenersContains added sugarsContains whole grains Score 42 out of 100 Okay
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
-
“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
-
“replacement of saturated fat in the diet with linoleic acid effectively lowers serum cholesterol but does not support the hypothesis that this translates to a lower risk of death from coronary heart disease or all causes.”
doi.org
-
“These data provide support for current recommendations to replace saturated fat with polyunsaturated fat for primary prevention of CHD.”
doi.org