Consumer advocacy organisation Choice has named Kellogg among its Shonky award winners for 2018 thanks to the sugar content of a new on-the-go breakfast product.
The Nutri-Grain Banana & Honey Smash Protein Squeezer, masquerading as 'ironman food', containes 14.7g – or 3.5 teaspoons – of total sugar per packet.
The product promises a high protein "delicious thick and creamy breakfast blend of oatmeal, banana and honey", and is accompanied by images of adventurous and fit-looking young adults heading out to "crush it".
Banana & Honey Smash also contains an intense sweetener, making it taste even sweeter, and while lots of snacks and sweets are high in sugar, Choice says, most of them don't masquerade as 'ironman food'.
“We think companies like Kellogg's need to be transparent about how much of their sugar is added and how much is intrinsic to the ingredients. If we know whether sugar is added, it's much easier to make healthier choices in the shopping aisle,” Choice says.
“The Nutri-Grain marketing machine has clearly taken pains over the years to connect its products with elite athletes including ironmen and ironwomen, along with general concepts of fitness, health and vigorous activity. While some consumers may see through the spin, we think it's time to say enough is enough – it's Shonky marketing, it's a Shonky breakfast and it's leading to Shonky health outcomes.”
There were no other winners in the food category this year. In previous years Choice has called out Coles for its nutritionally incomplete Complete Cuisine cat food, Nestle for its Milo health star rating which was based on the product being made with skim milk.
Other companies to win 2018 Shonkys were Portacots for 'unacceptable' risks, The Commonwealth Bank's Dollarmite program, KitchenAid's 2-Slice toaster, The Marriott's Vacation Club, magnetic therapy devices from Dick Wicks and BioMagnetic Sport, and Bioglan homeopathic melatonin.
