The study, which included products such as Sanitarium’s Up & Go, Devondale Fast Start, Kellogg’s breakfast drinks, Vitasoy Vitago, Dairy Farmers Oats Express and Aldi Goldenvale Quick Start, found a spate of unreasonable nutritional claims.
“Breakfast is one of the most important meals of the day and consumers shouldn’t be fooled into thinking liquid breakfasts are high in fibre or a good source of protein,” said Choice’s Tom Godfrey.
‘High in fibre’
“Shonky claims on liquid breakfasts such as ‘high in fibre’, ‘fibre for digestive health’, and ‘goodness of three grains’ is a cause for concern. Liquid breakfasts have on average 1.5% fibre, which is well below the 10% benchmark for high fibre. It is grains away from the 39.5% fibre offered by some bran cereals.”
The investigation also found that 10 of the 23 products investigated have more than 23g of sugar per serving – working out as roughly the same as a chocolate bar.
“This is particularly concerning for parents who often resort to these drinks as a quick alternative breakfast for their kids,” added Godfrey.
“A serving of oats with a handful of almonds and a sliced apple will give you about 11g of fibre, a third of your daily intake, and in some cases more than triple the amount of fibre available in liquid breakfast cereals.
“If its energy you are after, the breakfast drinks Choice reviewed ranged from 700kj to 912kj and fall short of a regular meal that comes in at 2,000kj. So, if you are looking for convenience and want to avoid mid-morning snacking, reach for a tub of yoghurt and grab an apple.”
Liquid breakfasts are a growing category in supermarket aisles. While Santarium’s Up&Go has ruled the Australian market since its launch 15 years ago, selling 34m litres through supermarkets in the past 12 months alone, other manufacturers have since entered the battle for shelf space.