Dispatches

Do you know what’s in your breakfast? (2009x34)

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In this edition of Dispatches, reporter Jane Moore reveals how nutritious the nation's breakfasts really are and the marketing techniques employed by this lucrative industry. Dispatches investigates the evidence provided to support these claims and asks if some of the healthy-sounding cereals and pro-biotic yoghurts are all they are cracked up to be. Moore finds that the unwillingness of retailers and manufacturers to adopt the traffic light systems recommended by food standards authorities is confusing things further. Even if you want to eat the right thing, it is not always easy to tell what that is. She also tests the regulators' rules on 'healthy' branding by baking a cake that could still make many of the health claims made by cereals. Moore examines the recent shifts in cereal marketing which enable manufacturers to stay ahead of the regulators. Moore discovers that their marketing has moved to prime-time TV and the internet.