Sir, In last week’s Breakfast Cereals feature, Vince Bamford pondered the prospects for Post in the UK. The accompanying picture was of a shopper picking a ‘Honey Bunches of Oats’ pack, its front dominated by the ‘honey’ message, with inch-high lettering and a giant graphic. With my healthy eating conscience stirred, I purchased a pack.

This week I will be giving a talk to Rotary on ‘The Food Industry’, congratulating UK consumers on being the most ingredient-savvy in Europe.

Perhaps Post would be well advised to take note you could have knocked me down with a honey swirl stick when I noted that the honey content is a meagre 0.2%. C’mon Post!

John F Kerr, The JFK Partnership Ltd