This POST cereal proclaims it’s healthiness in every possible way.
This cereal qualifies for a Whole Grain Stamp and a nutrient content claim as a good source of fiber. The Heart Healthy ❤️ appeals to an older generation whereas the nonGMO butterfly will appeal to a younger generation. The whole raisins, dates, and pecans pictured on the box are really there when you open the box and look inside.
And this cereal is an ultra-processed industrial formulation. The whole grain oats are rolled & polished. The whole grain wheat looks to have been pulverized then formed into “clusters”, probably with the help of an extruder. Both rolling and pulverizing theoretically impact the grain’s food matrix which in turn can impact rate of absorption and digestion. And as with other functional foods, the cereal lists an array of micronutrients including vitamin B12, a vitamin not naturally found in cereal products.
So just how healthy is this carefully formulated, extensively certified, micronutrient fortified ultra-processed breakfast cereal? That’s a really good question and the answer depends on how you think about healthy.
For the last 30 years, healthy has been equated to nutrients so consumers have gotten used to thinking that nutrients are the only measure. If healthy = nutrients, the cereal is healthy. So I’m asking myself, are we actually in the presence of a healthy ultra-processed product?
The science as reflected by the certifications, the claims, and the extensive fortification certainly suggest that we are. But when I ask my gut, I get a different answer.
Compared to my usual breakfast, this cereal just doesn’t cut it. My usual breakfast is a couple slices local artisan whole wheat bread, jam or butter, café au lait, a handful of nuts, and I’m fine until lunch. Even a big bowl of this cereal with milk however doesn’t hold me until say mid-morning.
My usual breakfast clocks in around 430 calories. The Great Grains breakfast is a little higher around 450 calories. All I can do is speculate at this point, but here’s what I’ve come up with:
• My artisan whole wheat bread is made with coarsely ground hard wheat flour. It’s likely that the particle size of the grain is larger that the whole wheat flour used to make the Great Grains clusters. Is the difference in particle size important?
• My usual breakfast has more water. About 80% of the total weight is water. Milk and coffee are fluids and bread is about 40% water. The dry cereal is of course “dry”. Even with the addition of milk, the meal is about 45% water. The volume of water impacts the calorie density and my usual breakfast is less calorie dense (calorie density = kcal/gram). Is the lower calorie density a factor?