Walk down the cereal aisles in most supermarkets and you'll see kid-friendly cereal boxes plastered with promises that boast “whole grain,” “heart healthy" and “packed with vitamins and minerals.”

Unfortunately, these claims are misleading and far from accurate. A recent study strips away this glossy health halo and reveals a sobering trend: Breakfast cereals, many marketed as a wholesome start to a kid's day, have become less nutritious over the years.

Instead, like so many processed foods, they are filled with increasing amounts of sugar, fat and sodium. That's a big deal because ready-to-eat breakfast cereals are the number one choice of our kids.

Breakfast cereals, many marketed as a wholesome start to a kid's day, have become less nutritious over the years.

The findings came to light when researchers analyzed years of product data on new or reformulated cereal products introduced in the U.S. between 2010 and 2023. Most of the 1,200 products in the study were relaunches of existing cereals, including so-called reformulations that alter a product's taste or nutritional content.

The study found that nutrients essential for a healthy diet in the majority of popular kids' breakfast cereals, including the protein and fiber content, have been reduced. The analysis didn't identify specific brand names, nor did it include information on purchasing and consumption habits.

The study revealed that:

  • The total fat content per serving of newly launched breakfast cereals increased nearly 34 percent.
  • Sodium or salt content climbed by 32 percent.
  • Sugar content in newly introduced products rose by nearly 11 percent, even though carbohydrate levels stayed about the same.
  • Protein content dropped significantly.
  • Dietary fiber fell by nearly a gram per serving.
  • In many cases the average amount of added sugar in just one bowl of breakfast cereal is more than 45 percent of the American Heart Association's daily recommended limit for children.

“These trends suggest a potential prioritization of taste over nutritional quality in product development, contributing to childhood obesity and long-term cardiovascular health risks,” the study authors concluded.

Parents don't necessarily have to ditch cereal completely, but they should read labels and consider rethinking their choices:

  • Avoid cereals with ingredients like corn syrup, cane sugar and fructose.
  • Aim for 6 grams or less of sugar per serving.
  • Look for 3 grams or more of fiber per serving. Fiber not only helps with digestion but keeps kids feeling fuller, longer.
  • Choose a cereal where the first ingredient is whole grain (whole wheat, whole oats, brown rice). Look for labels that say 100% whole grain.
  • Pick a cereal with no more than 100 to 150 calories per serving without milk.
  • Keep the level of sodium to 140 mg. or less.
  • Choose cereal that contains 2 to 5 grams of protein per serving.

Read labels when choosing cereals — and don't forget about eggs, yogurt and other sources of protein.

The findings are especially striking given rising consumer awareness about how eating too much sugar, salt and saturated fat are linked to chronic conditions like diabetes, hypertension and cancer. As Shuoli Zhao, a professor of agricultural economics at the University of Kentucky and a co-author of the new study, said, “What's most surprising to me is that the healthy claims made on the front of these products and the nutritional facts on the back are actually going in the opposite direction.”

Cereal doesn't have to be the morning go-to for your child's breakfast. The U.S. Food & Drug Administration stresses the importance of a nutritionally balanced meal that includes protein, fat and carbohydrates. The FDA suggests protein choices such as an egg, some nuts, a slice of cheese or a container of yogurt.

The study is published in JAMA Network Open.