A friend, an earthy-crunchy friend (and I use that with great affection, being of the generally earthy-crunchy persuasion myself) recently wrote a post railing about the ingredients in a box of cereal, and the attendant false advertising that promotes cereal as healthy.
As it happens, her post appeared in my Reader on a day when I'd eaten shredded wheat for breakfast. I love shredded wheat. The big biscuits, not that spoon-sized stuff. I love splitting the shards off of the big biscuits - which I usually eat one & a half of, because they come three to an inside sleeve, so one sleeve is two breakfasts if you're a little OCD. They have wonderful mouthfeel, it's fun to splinter them apart, and inexplicably, they always remind me of my grandfather, Owl.
I digress. The reason I mention the shredded wheat is because I'd been struck by the verbiage on the back of the box:
An ingredient list that is so good we have NOTHING TO HIDE.
Indeed, the only thing on the Post shredded wheat ingredient list is whole grain wheat.
But by declaiming so boldly that this box of cereal has nothing to hide, do they not tar every other box of cereal in their line up? Take Waffle Crisps: the first ingredient is sugar. Or Fruity Pebbles: the second ingredient is sugar, and they're laced with artificial colors. These cereals do indeed have things to hide, like sugar and hydrogenated oils and artificial colors and artificial flavors and purportedly "natural" flavors that were probably fabricated in a plant hard along the New Jersey Turnpike.
Eat real food, people. Pick your cereals with care, and step away from the Fruity Pebbles.
1. Dear Google, I hate you.
2. Waffle Crisps: Sugar, Wheat Flour, Corn Flour, Whole Grain Oat Flour, Partially Hydrogenated Soybean Oil, Salt, Caramel Color, Soy Lecithin, Natural And Artificial Flavor, Turmeric (Color). Bht Added To Packaging Material To Preserve Product Freshness
3. Fruity Pebbles: Rice, Sugar, Hydrogenated Vegetable Oil (Coconut And Palm Kernel Oils), Salt, Contains Less Than 0.5% Of Natural And Artificial Flavor, Red 40, Yellow 6, Turmeric Oleoresin (Color), Blue 1, Yellow 5, Blue 2, Bha (To Help Protect Flavor).