Liquid breakfasts seem to taste good and be an easy alternative to making breakfast, but beware: many of them make false claims about being high in fiber or a good source of protein, says Australian consumer group Choice.
An investigation led by Choice revealed that the labels were very off on the 23 breakfast drinks studied. In fact, some can be compared to a chocolate bar in sugar count. Devondale Fast Start and Kellogg’s are both popular breakfast replacements in Australia, who Choice says have made false nutritional claims.
Consumer group Choice representative, Tom Godfrey, notes that “claims on liquid breakfasts such as 'high in fiber,' 'fiber for digestive health,' and 'goodness of three grains' is a cause for concern." He continued to note that these liquid breakfasts, comparable to a milkshake of chocolate milk in consistency and flavor, have on average only 1.5 percent of the daily recommendation of fiber. This is well below the 10 percent standard for a product to be considered “high fiber."
Bran cereals, a popular breakfast choice for those who want fiber in their diet, have nearly 40 percent of the fiber offered, according to Godfrey. Ten of the 23 drinks investigated had over 23 grams of sugar per serving — that’s more than a Hershey’s Cookies n’ Crème candy bar (19 grams of sugar) or a handful of 15 gummy bears.
Choice makes note that liquid breakfasts are becoming more popular among consumers with busy lifestyles, and the assortment in supermarkets is still growing; therefore we must stay aware of claims and nutrition labels.