/ Food & Drink, Health

Are 30% sugar cereal bars really a substitute for breakfast?

This month Which? investigated cereal bars and discovered that the majority don’t really deserve their healthy image. Most were high in sugar and many were also high in saturated fat.

We looked at 30 bars, bakes and breakfast biscuits from the best-selling brands and 16 of them contained 30% or more sugar. While some of the sugar came from fruit, which obviously provides nutritional benefits, lots of it came from added sugars. Only one of the bars we looked at, Nakd Apple pie contained no added sugars.

Just a spoonful of glucose, fructose, raw cane syrup…

It wasn’t always easy to see how much added sugar was in each bar as manufacturers tend to use several sources. In total we found 18 different forms of sugar and most bars contained at least a few. At a glance this can make the cereal bar appear healthier than it is, especially if you don’t know what to look for the ingredients list.

Forms of sugar we found included: glucose syrup, honey, golden syrup, raw cane syrup, oligofructose syrup and of course, plain old sugar.

What’s for your breakfast?

Many people think of them as a healthy snack and choose them over a couple of biscuits or a chocolate bar. And according to an article in The Guardian this week many people are shunning traditional breakfast cereals and replacing them with cereal bars and breakfast biscuits instead.

Apparently due to the recession and working longer hours we no longer have the time for the more traditional breakfast and instead have taken to eating breakfast in front of our computer screens.

Which? has always been critical of the high levels of sugar and until recently salt in traditional breakfast cereals but the levels in the cereal bars we looked at exceed these.

It looks like we’ve swapped cereals, some of which have dubious nutritional value, for cereal bars and biscuits whose nutritional value is even more questionable. What’s in your breakfast – would you be put off cereal bars knowing that they’re not as healthy as their packaging might suggest?


We have found most of these too sweet I don’t just mean high in sugar but uncomfortably sweet to the taste A lot of them are no more than very sweet biscuits – they are certainly not a substitute for breakfast cereal

We have found some which have lots of oats in them and don’t taste so sweet I think these were Kelloggs oat bars and Frusli bars taste fruity We don’t like bars that taste like chocolate bars or jammy biscuits They are useful for the occasion when you have run out of milk and are in a rush – but toast is probably a better solution then!


They were Quaker oat bars and not Kelloggs We stopped eating them when they disappeared off the shelves but they are still around somewhere I did try contacting them to find out where but they just said contact your local shops I did contact a couple but there isn’t enough time in life to just go chasing after these things I also tried to buy them online but they were out of stock I would have bought them in bulk!

laura says:
18 August 2012

My daughter’s school has a healthy eating policy but allows these kind of bars in lunchoboxes. I have been saying for some time that these bars are no better than a chocolate biscuit type snack but have not been listened to. I shall now show the school this!


I’m a big fan of Carmans muesli bars that some Sainsburys stock.


Thank you to which as I eat cereal bars every day as I have breakfast at my desk and I want something easy to eat and healthy. Some of them are sickly sweet so I eat Jordan’s almond and honey ( cheap) or great myself to 9 bar which I was shocked to read is high in salt and fat because it doesn’t taste that way. Nakd bars are way too expensive. Someone please suggest a cheap but healthy alternative that is practical to eat at a desk. Thanks!

Dawn Ellie says:
18 August 2012

My child’s school is strick at what we can put in lunch boxes but they do allow these bars. We’ve started to eat the nature valley bars, which are nice, are these just as bad for you? I think if these are so bad for you they shouldn’t be sponsors for sports, like the Olympics!

Kenny says:
18 August 2012

Don’t think elevenses has ever been marketed as a breakfast or a healthy snack but they are great for an energy boost on the hills.


I used to eat these bars but eventually realised how much sugar and fat I was eating, especially if I finished the box. 🙂


The most worrying thing is that seven of the products in your survey are described as “children’s bars” and might be a potential source of life-long sugar addiction.

Some years ago Waitrose had a range called “Food Explorers” aimed as children which was sold under large print claims of “controlled sugar” in shelf front advertising but with small print labels showing that some items were 2/3 rd sugar.

That range was eventually withdrawn but a responsible sugar commitment is still needed. Let’s name and shame both producers and sellers.