Nido R. Qubein School of Communication, High Point University, High Point, NC.
Nido R. Qubein School of Communication, High Point University, High Point, NC.
J Nutr Educ Behav. 2020 Mar;52(3):215-223. doi: 10.1016/j.jneb.2020.01.005.
To assess sugar content and child-oriented promotional features on packaging among cereals manufactured by companies with varying Children's Food and Beverage Advertising Initiative (CFBAI) participation.
Ready-to-eat dry cereals (n = 159) were purchased from southeastern US grocery stores in September 2018. Content analysis of 159 ready-to-eat dry cereal boxes, coded for sugar content and presence of 8 child-oriented features.
Frequencies of each promotional feature and number of features per box, level of participation in CFBAI, and sugar content by serving and ounce.
Chi-square tests of independence analyzed correspondence between measures of sugar content. Extent of features per box based on sugar content and CFBAI participation were assessed with analyses of variance (ANOVAs).
Most cereals (81%) contained <13 g of sugar per serving, meeting the sugar content requirement for child-directed advertising. Cereals' sugar content classifications varied between sugar per serving and sugar per ounce metrics (P < .001). Among low-sugar per serving cereals, 28% were classified as moderate-sugar per ounce, whereas 55% of moderate-sugar per serving cereals had high-sugar per ounce. Games/activities and trade characters were especially common (62% and 49%, respectively), particularly on high-sugar per ounce cereals (P < .001, respectively). Child-oriented features were rare on low-sugar cereals and highest on cereals with higher sugar content per ounce produced by CFBAI-participating companies (F8,158 = 12.33, P < .001).
Variable cereal-suggested serving sizes may contribute to consumers' misunderstanding of sugar content. CFBAI manufacturers continue to market cereals with high sugar to children. Food and beverage regulatory policy could be strengthened if CFBAI companies apply marketing pledges to brand mascots, adopt standardized metrics for sugar content, and limit added sugar content to the recommended <6 g/serving target used by the Special Supplemental Nutrition Program for Women, Infants, and Children program.
评估不同参与儿童食品和饮料广告倡议（CFBAI）公司生产的谷类食品的含糖量和面向儿童的促销特点。
2018 年 9 月从美国东南部的杂货店购买即食干麦片。对 159 盒即食干麦片盒进行内容分析，对含糖量和 8 种面向儿童的特征进行编码。
每种促销特征的频率和每盒特征数量、参与 CFBAI 的程度以及每份和每盎司的含糖量。
采用独立性卡方检验分析糖含量测量值之间的对应关系。根据糖含量和 CFBAI 参与情况评估每盒特征的程度，采用方差分析（ANOVA）进行评估。
大多数麦片（81%）每份的含糖量<13 克，符合儿童定向广告的含糖量要求。麦片的含糖量分类在每份和每盎司的含糖量之间存在差异（P<.001）。在每份低糖的麦片中，28%被归类为每盎司中糖，而 55%的每份中糖的麦片每盎司的含糖量则为高糖。游戏/活动和贸易角色尤其常见（分别为 62%和 49%），尤其是在每盎司高糖的麦片中（分别为 P<.001）。低糖麦片很少有面向儿童的特征，而含糖量较高的每盎司麦片，CFBAI 参与公司生产的则最高（F8,158=12.33，P<.001）。
可变的麦片建议食用份量可能导致消费者对含糖量的误解。CFBAI 制造商继续向儿童推销高糖麦片。如果 CFBAI 公司将营销承诺应用于品牌吉祥物、采用标准化的含糖量指标，并将添加糖含量限制在妇女、婴儿和儿童特别补充营养计划推荐的<6 g/份目标，那么食品和饮料监管政策可能会得到加强。
