Share Your Breakfast, is a new cause-related promotion from Kellogg that will help provide one million school breakfasts to help feed children from food-insecure households.
One in four American children goes without breakfast each morning, according to the U.S. Department of Agriculture.
Kristin Wartman is a food writer living in Brooklyn, and contributor to Grist, is not impressed.
Kellogg and every other food industry giant certainly should do something about the hunger problem, but they shouldn’t be filling already undernourished children with food products that are nutritionally void at best.
Wartman points out that Frosted Flakes contains 11 grams of sugar per three-fourths cup serving. After the first ingredient of milled corn, the next three read: sugar, malt flavoring, and high-fructose corn syrup — three forms of sugar by different names.
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That spot is terrible. It isn’t even clear. Why are the mysterious people in vans (the preferred vehicle of serial killers) leaving breakfast for these people? Are they the children who need food? And the creators were oh-so-careful to keep it all multicultural. Heaven forbid they might have shown a poor white neighborhood. Or worse, a poor minority neighborhood. BTW, if Wartman wants to complain about the effort, she needs to write about every food company in America. They all have at least one program to serve hungry kids at home and abroad. Pop-tarts for Poor Kids! Woo-hoo.