Health chiefs in Liverpool have named and shamed several big-name cereal brands over their sugar content.
Household names including Coco Pops, Frosties and Special K were all guilty in the findings published by Public Health Liverpool (PHL) on Monday.
The three brands, all produced by Kellogg’s, were found to contain three-and-a-half sugar cubes more per 40g serving than the recommended daily amount.
That figure was over half of the recommended amount for children aged seven to 10 years old, whose maximum daily amount is currently six sugar cubes.
Kellogg’s have introduced a new initiative that reduced the sugar content in their cereals by 14% and lowered the recommended serving portion to 30g.
Local campaign Save Kids from Sugar has categorised cereals as either “high” or “medium” sugar classifications, with suggestions for healthier alternatives.
A PHL spokesperson said: “Too much sugar in a child’s diet can lead to obesity, tooth decay, type 2 diabetes, heart disease and some common cancers.
“Almost a third of five-year-olds in Liverpool have decayed, missing or filled teeth, with two children a day under the age of 10 having to be admitted to hospital to get teeth removed.
“More than 23% of year six children are obese in Liverpool and almost 40% are overweight or obese.”
In a bid to raise awareness of sugar content in cereals, PHL are launching a campaign where posters and fliers are displayed at dentists, health centres and hospitals across the city.
The three-month campaign will also work with school breakfast clubs and hosting events to help educate parents about healthier alternatives.
Dr Sandra Davies, Director of Public Health at Liverpool City Council, said: “Most people don’t have the time to read labels when racing around the supermarket to complete their weekly shop and so we have to support them to make healthier choices.”