Which? reports Rice Krispies TV adWe believe it's misleading and irresponsible

01 September 2006

Which? has complained to the advertising watchdog that the current Kellogg’s Rice Krispies TV advert is exaggerating the cereal's healthiness.

The advert claims there is 'nothing simpler than the single grain of rice used to make each Rice Krispie' and goes on to reinforce this message of health and simplicity.

But it fails to point out that the cereal is actually 10 per cent sugar and so high in salt it would receive a red light for salt under the government's proposed traffic light labelling scheme.

Which? has complained to the Advertising Standards Authority that the advert is 'misleading'.

Sugar and salt

Which? Chief Policy Adviser Sue Davies said: 'We believe this is misleading advertising by Kellogg's. It focuses on the rice used to make Rice Krispies but cleverly forgets to mention the added extras of sugar and salt. In fact, the second ingredient on the packaging is sugar, followed by salt.

'This advert sends a confusing message to parents and suggests that Rice Krispies are healthier than is actually the case. We think this is yet another example of the way that some food companies persist in using irresponsible marketing techniques to target parents and children.

'We hope that the ASA will uphold our complaint – but we wish Kellogg's would act more responsibly in the first place.'

In a statement Kellogg's said that a 30g serving of Rice Krispies provides 'just 8 per cent of the Guideline Daily Amount (GDA) for salt and 3 per cent of the GDA for sugars, information which is highlighted clearly on front of pack.'

Which? is campaigning for an end to the irresponsible marketing of foods high in fat, sugar and salt to children.

Kids' food campaign

In July we also published a report highlighting the need for cereal manufacturers to try and reduce the sugar, salt and fat levels in many of their cereals, particularly those targeted at children, and market and label their products more responsibly.

We're calling on consumers to join our Kids' Food campaign for responsible marketing and would be interested to hear your views and experiences via the Which? website.