Have you heard about the Froot Loops controversy? I first started seeing this on blogs a few weeks ago and then the New York Times wrote
an article about it on September 4th. There's a new food labeling program called "
Smart Choices,"

backed by
major food companies, that claims to be (according to their website) "a single, trusted and reliable front-of-pack nutrition labeling program that U.S. food manufacturers and retailers could voluntarily adopt to help guide consumers in making smarter food and beverage choices."
Food advocates like Marion Nestle have
raised the question of how Froot Loops could have possibly been included in this program, since, well,
sugar is the first ingredient on the label, and, in fact, makes up 41% of the product. Well, according to the Smart Choices website, having "developed a comprehensive set of qualifying nutrition criteria," they've decided that sugar is one of their declared "nutrients to limit" and have set a "general benchmark" that "added sugar" should be less than 25% of total calories in a product. Okay, sounds a little high to me, but
then it turns out that, according to the Froot Loops label, sugar supplies
49% of its calories per serving (a serving of Froot Loops contains 110 calories, in each serving is 12 grams of sugar, and each gram of sugar (I looked it up) has 4.5 calories per gram. That means 54 out of 110 calories is from sugar, or 49%). Seems to me like Froot Loops doesn't even meet Smart Choices' own criteria.
But wait! They've made an exception for cereal!For cereal, just go ahead and forget about that pesky (and still, honestly, kind of high, don't you think?) 25% thing, a
cereal must have 12 grams of sugar or less
per serving (serving size undefined, as you'll see below) to qualify. So Froot Loops just gets in.
Also, strangely, Froot Loops used to have 13 grams of sugar. At least, the
nutritional information on the Fresh Direct website has a label listing the sugar content as 13 grams, while the
Kellogg's website says 12. But they also seem to have adjusted the serving size, too: Kellogg's now says it's 29 grams, not 32. So did they just adjust their serving size to meet the requirements? Isn't that, ahem, cheating?
But anyway, whether 12 grams or 13, that's still a lot of sugar, right? I mean, 41% of your product is sugar and somehow it's a "smart choice"? Does that make sense?
Oh, wait, here we go: the Smart Choices program "helps shoppers make
smarter [italics mine] food and beverage choices within product categories in every supermarket aisle." In the NY Times article, Eileen T. Kennedy, president of the Smart Choices board, says that Froot Loops was chosen not because it's good for you, but because it's
better for you than a doughnut (!): "'You're rushing around, you're trying to think about healthy eating for your kids and you have a choice between a doughnut and a cereal,' Dr. Kennedy said, evoking a hypothetical parent in the supermarket. 'So Froot Loops is a better choice.'" The Times article goes on to say: "The checkmark means the food item is a 'better for you' product."
A "better for you product"? In that case, doesn't everything within a "product category," except for the worst one of the bunch, qualify for this label, since they're all "better for you" than that one?
Let me leave you with some other Smart Choices products (to see everything that has so far "qualified" for the Smart Choices program go
here):
Cocoa Puffs
Fresh Direct lists the sugar content as 14 grams (2 grams above the Smart Choices 12 gram maximum), and the
General Mills website lists it as 12 grams per serving, but with the serving size now being 3 grams less: 27 grams as opposed to 30 (hmmm...).
Magical Cheese Stuffed Crust Cheese PizzaConsisting of "Cheese Stuffed Crust Pizza Made with REAL Mozzarella Cheese, Corn, Vanilla Pudding with Magical Chocolate Flavor and Color-Changing Sprinkle Packet " Sounds nutritious.

And every flavor of Teddy Grahams (
first ingredient? Unbleached Enriched Flour, and I love how they put on the front of the box that it's a good source of calcium because it contains just 10% of your daily recommended value)