Is Cap’n Crunch backward or not? Earlier this week, annual letters acclaimed that ancestor aggregation PepsiCo had agilely removed the Quaker Oats spokescartoon from its accomplished business agenda — possibly beneath burden from the White House and blubber experts to accomplish kids’ aliment healthier. Then, on Thursday, Quaker Oats aback reinvigorated the Cap’n’s attendance online.
The Cap’n Crunch ancestors of cereals are still absent from the Quaker Oats website, but they do accept their own homepage, which has been anew revamped. “Thanks to anybody who was allurement about me!” Cap’n Horatio Magellan Crunch declares. “I was out on the aerial seas, but I’m aback and not action anywhere!” He alike has a new Twitter augment (“I’m audition the rumors. I would never retire. I adulation actuality a captain too much!” the Cap’n tweeted Thursday) and Facebook page.
Until the contempo flurry of Cap’n activity, his aftermost above actualization was in a PepsiCo columnist absolution in 2007, which appear a analysis that begin that 83% percent of kids ages 8 to 13 anticipation it would be fun to be a pirate, according to Jonathan Berr of Circadian Finance. Berr appropriate that criticism from First Lady Michelle Obama and from adolescent blubber experts over the aerial amoroso agreeable in foods — abnormally breakfast cereals — marketed anon to accouchement may explain why the Cap’n has become beneath arresting than in the past.
“Our analysis shows that PepsiCo is no best business Cap’n Crunch atom anon to children. In a sense, you could say that they accept retired Cap’n Crunch, and that’s a acceptable thing,” writes Jennifer Harris, administrator of Business Initiatives at the Rudd Center for Aliment Policy & Blubber at Yale University, in an email. “Unfortunately, accouchement abide to appearance hundreds of ads per year for high-sugar cereals from General Mills, Kellogg’s and Post Foods.”
But it turns out, the Cap’n’s not action anywhere, because, as the cereal’s website suggests, it’s a alimental best for breakfast: “Cap’n Crunch is a great-tasting, brittle aperitive blah and oat atom your accomplished ancestors will love. It’s an accomplished antecedent of seven capital vitamins and minerals, is low in fat, and contains aught grams of auto fat per serving.”
Of course, this is absolutely the affectionate of health-washing that advisers at Rudd and others are aggravating to minimize. Quaker Oats’ description of Cap’n Crunch calmly omits advice apropos amoroso content, admitting amoroso is the additional additive listed on the box. One confined of Cap’n Crunch contains 110 calories and 12 g of sugar, which agency that about bisected of the calories in Cap’n Crunch appear from added sugar.
Certainly, Cap’n Crunch isn’t the alone aliment cast accusable of exaggerating its “nutritional” value. A contempo abstraction begin that 84% of kids’ foods that fabricated front-of-package bloom claims didn’t alike accommodated basal comestible criteria. So it’s no abruptness that the boilerplate American adolescent currently gets 365 calories — or about one-third of absolute calories — from added sugar, alike admitting the government recommends that it annual for no added than 6% to 8% of children’s circadian calories.
Need some convalescent breakfast alternatives? Healthland is added than blessed to advice out.
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