European Stars And Stripes (Newspaper) - January 19, 1988, Darmstadt, Hesse                                Questions on nutrition new York Timas t new cereals adjust to adult tastes new York Timss Illions of american adults brought up on Bre Mast grains that were coloured sugared Llavore and shaped like Little o s or chocolate Chip cookies Are continuing their lifelong Cereal habit. Bui As they have grown older their tastes have changed today they want something a Little less Sweet a lot More sophisticated with emphasis on nutrition Cereal manufacturers have been Nappy to oblige. Instead of a plastic toy in each package there Aie promotional oilers Tor Margarine exercise tapes and Low Catone to dinners. Nutrition information on Cereal packages often suggests skim or Low lat milk rather than whole milk. It has been a major Opportunity to Spur  said Kirk Borland a senior partner in the Talham Laird & Kudner advertising Agency in Chicago which handles Ralston Purina cereals. The Coreal business is driven on the basis of Lasle or no Littion and  the Industry is promoting dozens of products to adults on these grounds in their quest Lor a larger Shara of the adult Market Cereal manufacturers Are using the same methods that worked so Well with children s cereals in the 60s and 70s Lorl plication and sweetening. In the 19805 version the push is to increase the fiber rather than vitamins or minerals in the last 18 months a desire for fiber in the diet has reached a new level of consciousness said Malcolm Mace executive vice president of Grey adv i using which handles general foods Post cereals. Interest in dietary Liber was fuelled by the National Academy of sciences Ceorl diet nutrition and cancer which suggested that it might prevent certain forms of cancer. Until recently Liber a component of grains was processed out of Many breakfast cereals. It is Back As any trip Down a sup Rma Ket aisle will attest. A comparison of the cereals that Are advertised Lor adults nationwide found that almost Hall have the word Liber or bran highlighted on the front of the package. Kellogg s All bran was the first to take advantage of the Academy report. With the blessings of the National cancer Institute it discussed tha relationship Between Liber and cancer prevention on the Backol its Cereal packages. Each serving of Kellogg s Al bran contains 10 Grams of dietary Liber. Until recently Only general Mills fiber one had More 12 Grams. But now Kellogg s is making All bran Wilh extra fiber. At 13 Grams a serving the claim on the package highest Liber is secure at least Tor the moment. The consensus to which the Institute and food and drug administration subscribe is that Liber intake should be 25 to 30 Grams a Day no More than 35. And that in is better to get it irom More than one source. There Are two Hinds of Liber insoluble like wheat bran and soluble Liko oat bran. Wheat bran is helpful in preventing constipation and May be helpful in preventing Colon cancer. Oat bran May be helpful in lowering cholesterol Levels Cereal manufactures Are also sweetening their products to Zihere Liate them. The companies Don t always use sugar however i because most people consider sugar unhealthy. Instead dried Iru ils Are being added they provide some liver and nutrients none of which Are in pure sugar or Honey. Sometimes the sweetener is sugar and sometimes in is More than most adults would Sprinkle on an unsweetened Cereal. Some of the dried Iru ils that Are being added Are 0 discover what americans eat. 1.870 people nationwide wore asked a Battery of questions including the Louo wig. To find out How you measure up compare your responses with those of he Survey respondents. Do you exercise on a regular basis ? if yes How often among respondents 54 percent said they did not  by. Of those who did 15percenteercised Avery Day 6 percent five to six Days a wee. 17 pc cell three to Lour Days and 1 percent Ono or two Days Are you on a diet if yet is in id lose weight or for some other particular health reason Twenty one percent said they were in a diet 12 percent of these said it was to lose weight and 7 percent Lor he ail reasons. Among women 28 percent said they were on a diet compared with 13 percent of the men. Would you say you Are underweight overweight or about the right weight six percent of the respondents said they were underweight 40 percent said hey were overweight and 54 percent said they were the right weight did you eat breakfast Yasler Day seventy percent of those polled said they did. Did you have Cereal for breakfast yesterday if yes what kind or those asked. 41 percent said they had Cereal Lor breakfast 8 percent of those people said hey had hot Cereal and 32 percent said they had cold Cereal. Where did you eat the evening meat last night if you ale at Home was the meal prepared at Home or was it bought elsewhere in the Survey 69 percent said they ate at Home 9 percent at a restaurant. 3 percent Al work 3 percent Al a Friend s or relative s Home and 2 percent Al a last Lood restaurant. Among those who ale Al Home 63 Paic enl said they had a Home cooked meal 6 percent said hey had a commercially prepared meal. How Many cup of Cotlove did you drink a sturday among those polled 33 percent said they did not drink Collee. 17 percent said they had one cup is percent had two cups 10 percent had three cups 7 percent had Lour cups and 12 percent had five or More. How Many glosses of milk did you drink yesterday among those polled 49 percent said they did nol drink any milk the previous Day 28 percent had one Glass. 14 percent two glasses 5 percent three glasses and 3 percent Lour or More glasses. Are there any foods that you Are acting lest of now than you were five years ago if yet what Are they Survey results found that 63 percent of respondents said they were eating loss of some foods than they used to. The most commonly cited loads were Raj meal 25 percent sugar and sweets 13 percent Fried Lally foods 9 percent and junk Lood 6 percent. Are there any foods that you Are eating More of now than you were five years ago if yes what Are they fifty seven percent sad hey were Ealing More of some goods than Lay used to Tho most commonly filed loads were vegetables 21 percent Lish or seafood 14 percent rut 12 percent and poultry 10 Peic enl. Do you think most american pay too much attention to what they eat Loo Little attention or about the right amount of attention 01 those questioned 11 percent said too much attention 63 percent said too Little and 21 percent said the right amount. Did you eat any vegetables at yesterday s evening meal thirty percent said they did not Nave a vegetable or salad. Did you eat any dessert at yesterday evening meal silly tour percent said no. Tuesday january 19, 1388 the stars and stripes Page 17 real some Are imitation. Many use Fulfur dioxide As a preservative some use sul Fitos. Often something called natural flavors is added it usually gives Cereal an Arl Ilicia Laste and odor. Sodium Levels in cereals can be a problem for people who must watch their intake. The amounts Range irom Zero Loas much As 360 milligrams in a serving. In the world of processed foods that is not enormous. But according to the Fra a product is considered Low sodium in a serving has to milligrams or less. When calculating the amount of sodium Liber or calories you Are eating in Cereal compare what you consider e serving with what the Box suggests. Many people eat Lar More than the amount listed on the Label. In the face of All those choices it is not easy to decide which Cereal you want. Boiler to ignore the claims on the front and get your information firn the nutrition Label and ingredient statement. Your Choice depends on Why you Are eating the Cereal end whal you expect in to Lasle like. Are you looking Lor your daily fiber allowance or Lor a reasonably nutritious product Hal is part of a healthful diet have your Laste buds been conditioned to the sugar coated cereals of the last 30 years or do you think a Good Cereal tastes like toasted Grain ii you re looking for a reasonably nutritious meal you need nol get 100 percent of the recommended dietary allowance for 9 or 13 different nutrients by 9 in Iha morning. Nor must you have All your Liber Al one Silling ii your other meals Are Well balanced you can choose Cereal based on Lasle unless you require a Low sodium or sugarless breakfast. Most cereals provide a reasonably Good Way to Start the morning any of them Are pret Rabla to Bacon and eggs or to a soft drink and a danish. But then anyone who has a danish and a soda for breakfast probably in t Reading this article. Marian Burros this is consumer information