Sugar and Salt

‘Keep Me Going..’ has significantly less salt and sugar than many comparable UK brands:

• 5 times less salt: less than a fifth of the salt present in many of the so-called healthier brands, such as Rice Crispies, Special K, All Bran and Cornflakes (and under a third of the salt of Weetabix)

• Half the sugar: 60% less sugar than Special K, 50% less than All Bran and 40% less than Shreddies.

Comparison with ‘healthier’ brands

Trade press

Sugar content in ‘confectionary’ brands:

Sugar content in ‘confectionary’ products:
Frosties 37%; Sugar Puffs 35%; Kelloggs Crunchy Nut 35%;
Kelloggs Coco Pops 30%; Kelloggs Krave Milk Chocolate 30%;
Nestle Honey Oats & More 28.9%; Nesquik 25%;
Kelloggs Fruit Loops 25%; Nestle Cookie Crisp 24.5%

Glycaemic Index (Gi)

Gi values tell you how quickly the carbohydrates turn to sugar in your blood. The lower the value, the slower the energy release - so low is better.

With a Glycaemic Index value of just 50, “Keep Me Going..” releases its energy slowly, rather than all at once, so you won’t flag or feel hungry later on. (Think of it as putting a solid piece of oak on a fire, rather than a newspaper or piece of cardboard).

Gi should be measured without milk. Our tests were independently carried out by Hammersmith Hospital, London and involved 12 volunteers over a two week period. The value is calculated as eaten, but without milk, in order to give a more accurate representation (calculating the value with milk is likely to lower the Gi value significantly).

EU Article 13 Nutriton & Health Claims
Although the EU legislation which came into force in December 2012 allows us to display the Gi value, it prohibits us from spelling out what this means directly to consumers – either on pack or via consumer marketing. (We are not even able to describe our Gi as low!)

This is because the benefits of Gi have not yet been recognised by the European Food Safety Authority (EFSA). Member states have to date submitted over 44,000 health and nutrition claims for inclusion in the approved register, but only 222 have been accepted. Many of the permitted claims relate to vitamins and minerals.

Nevertheless, many health professionals and consumers are extremely interested in Gi values and are free to discuss the benefits in any way they chose.

EFSA do, however, authorise the health claim that magnesium (of which our cereal has plenty) 'helps reduce tiredness and fatigue' as well as 'helps to release energy'. These are the claims (+ vitamins A, B6 and C helping 'normal function of the immune system') that support our cereal's name.

Get in touch

‘If you would like to contact us as a member of the press, have a trade enquiry, or would like us to send a free sample, please email us here or call Leslie Wilson on 020 84641665.