Irish cereal manufacturers, like their UK counterparts, have been forced onto the defensive after a survey by the Consumers' Association of Ireland concluded that most breakfast products had huge amounts of sugar.
According to the findings, of 51 cereals for adults, just eight could be classified as "healthy", defined as high in fibre and low in sugar, salt and saturated fat. Not one of 36 children's cereals scored a "healthy" rating. Two-thirds were said to contain "at least 30% sugar".
Kellogg's said the survey failed to take into account portion size, the role of cereals in supplying minerals and vitamins and the benefit of eating breakfast.