- Choate showed a chart ranking cereals according to the quantities of nine different vitamins, minerals and protein they contain. In a scale of 900, only three products rated as high as 700. The three: Kellogg's Product 19 and General Mills' Kaboom and Total. Two-thirds of the cereals ranked below 100. Among them were the five bestsellers: Kellogg's Corn Flakes, Rice Krispies and Sugar Frosted Flakes, and General Mills' Cheerios and Wheaties ("Breakfast of Champions"). Nabisco's Shredded Wheat ranked last.
Tuesday, 30 November 2010
"Breakfast of Chumps"
All credit to Robert Choate. His efforts to expose the 'empty calories' of breakfast cereals precede 'paleo' by several decades as this extract from Time illustrates: